Blow Plain Water Out Of The Water

Wyler’s Light new creative campaign highlights the idea that plain water is just that—plain. While it may be what the doctor ordered, plain water isn’t very exciting. The campaign was created by Denver-based agency Good Conduct.

Good Conduct began working with Wyler’s Light parent The Jel Sert Company in November of 2022, and this is the indie shop’s first creative campaign for the brand. It is also the first national ad campaign for Wyler’s Light, as the company sets its sights on drawing in new fans and building a long-lasting affinity among younger consumers for its refreshing sugar-free drink mixes.

The characters in the campaign are introduced living a drab, monochromatic existence, but as they add Wyler’s Light to their plain water, their boring world transforms dramatically through literal explosions of color, flavor and excitement. Shot using a high-speed Phantom camera, mesmerizing visual representations of the drink flavors engulf the characters, blowing them away with a new way to hydrate all day featuring great taste and additional essential vitamins but without the extra calories. The ad culminates with the campaign tagline “Blow plain water out of the water.” This :30 spot, along with :15 versions, will run beginning in April across CTV networks, YouTube and social channels in the U.S. The full campaign will also include print and out-of-home creative executions.