SHAQELICIOUS

Recently, Davis Elen waded into the highly competitive bottled water category, creating engaging video content for the Alkaline Water Company that could be deployed in both traditional and digital channels. Although the brand had managed to achieve national distribution for its cornerstone product, Alkaline88®, consumer awareness was negligible. To jumpstart recognition, the company enlisted ubiquitous spokesman, legendary basketball Hall of Famer, Shaquille O’Neal, to become its brand ambassador.

SHAQUILLE O'NEAL

Rather than the standard “pitchman” role, Davis Elen banked on Shaq’s down-to-earth everyman persona, electing to show him hard at work for the company, literally. If he’s not in the warehouse forklifting pallets of product, Shaq is seen driving a big rig, stocking shelves and stacking displays in store — building up a thirst that could only be quenched by a long, satisfying gulp of Alkaline88. All while touting the brand’s unique benefits under the agency-created tag line: Shaqelicious!