Essentia Water Launches Change the Equation: A Bold NYC Takeover where Supercharged Hydration Meets Urban Ambition

With daring activations, influencer collaborations, and a first-ever Athlos NYC partnership, the #1 alkaline water brand in New York redefines achievement by inspiring bold risks.

Here's the 411:

• Essentia Water introduces Change the Equation, a 360-degree campaign designed to inspire risks worth taking with OOH, films, hyperlocal activations and a groundbreaking partnership as the official water sponsor of Athlos NYC.
• In collaboration with Droga5, the campaign goes all in on NYC– a strategic first for the brand–including guerilla street activations, a fitness takeover, influencer collaborations with NYC cultural icons, and impactful partnerships to resonate with its core audiences across fitness and street culture.
• As the official water partner of Athlos NYC, Essentia Water emphasizes its dedication to ambition and purpose, supporting female athletes.

ARLINGTON, Va., Sept. 25, 2025 /PRNewswire/ -- Essentia Water, the #1 alkaline water brand in New York, introduces a bold new chapter in its cultural legacy with the launch of Change the Equation, an innovative 360-degree campaign built on the belief that achievement doesn't exist without risk. In collaboration with Droga5, Essentia Water is reshaping how the premium water brand shows up in people's lives through a strategic New York City takeover including OOH, film, hyperlocal activations and an exciting partnership with Athlos NYC, the first of its kind all women's track and field event.

For years, Essentia Water has been a beacon for fitness pros, wellness influencers, and cultural trendsetters. Now, with Change the Equation, the brand is doubling down on its position as the hydration icon by going all in on New York City to showcase how its supercharged hydration is a tool that equips the bold risks that lead to meaningful achievement.

"At Essentia, we believe that greatness lies in those pivotal moments where risk meets conviction. Being the #1 alkaline water brand in New York City is a testament to our belief that embracing risk is essential to transformation—whether in wellness, culture, or everyday life," said Katharine Weiss, Director of Marketing, Essentia Water. "Through a combination of creative innovation, media investment, and targeted channel strategies, this campaign invites overachievers to embrace risk and change the equation in their own lives."

The Change the Equation campaign is distinctly crafted for New York City, Essentia Water's #1 market, amplifying the brand's commitment to engaging directly with its core audience of changemakers. For the first time, the brand is unveiling hyperlocal activations that meet consumers where they are, transforming familiar city spaces into provocations for change and encouraging New Yorkers to think differently, act differently and hydrate differently as they embrace risk in pursuit of achievement.

The latest endeavor in Essentia's NYC takeover is their role as the official water partner of Athlos NYC this October. Athlos NYC is about changing the equation for women's sports, honoring and elevating female athletes who are pushing boundaries—and Essentia Water is there to provide the supercharged hydration to get them across the finish line. Fans can tangibly change the equation in women's sports at the event on October 10, 2025, with an Essentia Water onsite fan activation, signage throughout key events, athlete welcome kits and more.

Additional elements of the Change the Equation campaign include:

• Showstopping Films: The campaign's three hero films ("If," "Winner," and "Lift Off"), challenge conventional definitions of achievement by exploring the tension between risk and reward.
• Big Impact in the Big Apple: Activations such as skate park installations, street pop-up performances and guerrilla sampling moments engage New Yorkers in moments of action, creativity, and transformation.
• Fitness Takeover: A partnership with Action Black Nomad, a popular fitness locale, allowed consumers to change the equation by participating in transformative body-building classes designed to turn personal challenges into motivation and embrace their agency beyond their perceived limits.
• Cultural Changemakers Online & IRL: Influencer partnerships with NYC cultural icons like @gabbois and @citybikeboys amplify the brand narrative across fitness and street culture.
• Supporting the Hometown Team: As the exclusive water of Barclays Center and the Brooklyn Nets, Essentia is offering hometown fans opportunities to change the equation all season long. Starting with a presence at the Nets' annual Practice in the Park event on September 27, followed by LED signage throughout the Barclays Center during Brooklyn Nets home games during the season, and more.

"The Change the Equation campaign sets a new benchmark for storytelling in the performance hydration space. With NYC as the backdrop, the campaign is designed to disrupt people's default water habits, visually, viscerally, and culturally," said Tom McQueen, Executive Creative Director for Droga5. "Betting on the one variable that changes everything—risk—our campaign is a rallying cry for people to embrace risk and hydration that truly changes the game."

Backed by Nestlé Waters & Premium Beverages, the campaign exemplifies the company's strategic focus on leveraging strong local brands to drive growth. Through a multi-sensory and experiential approach, the campaign aims to deepen emotional connections with consumers and drive brand loyalty.

Tap into the citywide buzz, check out Athlos NYC, and see how supercharged hydration is inspiring New Yorkers to rewrite what's possible. Follow along with Essentia Water on social at @essentiawater to learn more. 

Nestlé USA
Nestlé USA is committed to unlocking the power of food to enhance quality of life for everyone, today and for generations to come. The company's food and beverage portfolio includes some of the most recognizable brands in the United States, including Essentia Water, Coffee mate, DiGiorno, Nescafé and Nestlé Toll House. Nestlé USA is part of Nestlé S.A., headquartered in Vevey, Switzerland — the world's largest food and beverage company, which has been named among "The World's Most Admired Food Companies" by Fortune magazine for more than 25 consecutive years. For more information, visit nestleusa.com.

SOURCE Essentia® Water