Mattoni

Weightless fruit flavor

For Esence by Mattoni, we created a fresh creative concept that gets straight to the point: its formula is sugar-free and sweetener-free. That core benefit runs through the entire Esence by Mattoni campaign — fruity flavor, without the weight.

For Mattoni, we created a 360° campaign for Esence, a mineral water with fruit and herb essences, with no sugar, sweeteners, colorants or preservatives. The goal was to firmly establish its benefits in consumers’ minds and strengthen its position as a refreshing choice for everyday hydration.

The creative idea is built on a simple truth: “Weightless.” It stands for the product’s lightness and its clean formula, free from unnecessary extras. We translated that principle into the campaign’s visual language, where fruit levitates in zero gravity and naturally highlights the product’s freshness and simplicity.

We designed the campaign as a full-scale 360° communication platform. Beyond TV support, it spans digital media, social channels, influencer marketing, OOH, and sampling at cultural and sports events. Online, the communication was further amplified by a microsite and collaborations with influencers who resonate with a younger audience.