Weekday Water: UVP Message Testing.

A new product in a still-emerging category, Weekday Water needed more than a clever tagline. We built a real-world testing sprint to help the team pressure-test their value props and launch with confidence.

Client

Weekday Water

Role

UVP Message Testing, Media Strategy, Media Planning, Buying & Optimization

Positioning, UVP & Messaging

Paid Media Campaign

Key Takeaway

Gut instinct doesn’t launch a brand. Data does. Our testing sprint gave Weekday Water real-world proof of which value propositions moved people — and which didn’t. That clarity became the foundation of a GTM strategy built to resonate, not just exist.

Context

Launching hard seltzer’s calmer cousin.

Weekday Water was launching into a segment people didn’t know they were missing: still, non-carbonated alcoholic water.

Positioned as an alternative to hard seltzers, the product promised less bloat, more ease — and the same clean, sessionable experience. But the category lacked awareness, and early creative lacked a clear hierarchy of benefits.

Before going wide, the team needed to know: what message actually matters to our audience?

Approach

Getting past ‘good enough’ messaging.

Clarifying what matters

We translated product truths into differentiated messages — not just what the product is, but why that matters to health-conscious, socially active drinkers across three key personas.

Clarifying what matters

We translated product truths into differentiated messages — not just what the product is, but why that matters to health-conscious, socially active drinkers across three key personas.

Clarifying what matters

We translated product truths into differentiated messages — not just what the product is, but why that matters to health-conscious, socially active drinkers across three key personas.

Testing strategic angles

We applied a mix of proven messaging frameworks to craft functional, emotional, and lifestyle-driven hooks — each one mapped to a core persona’s habits, values, or frustrations.

Testing strategic angles

We applied a mix of proven messaging frameworks to craft functional, emotional, and lifestyle-driven hooks — each one mapped to a core persona’s habits, values, or frustrations.

Testing strategic angles

We applied a mix of proven messaging frameworks to craft functional, emotional, and lifestyle-driven hooks — each one mapped to a core persona’s habits, values, or frustrations.

Zeroing in on resonance

We structured the test to isolate which messages drew people in — and which left them cold — giving the team clarity that theory alone couldn’t provide.

Zeroing in on resonance

We structured the test to isolate which messages drew people in — and which left them cold — giving the team clarity that theory alone couldn’t provide.

Zeroing in on resonance

We structured the test to isolate which messages drew people in — and which left them cold — giving the team clarity that theory alone couldn’t provide.

Solution

From IRL learnings to GTM ready in weeks.

Launching the live test

We ran geo-targeted message variants across Meta using a dark ad approach — each one tailored to resonate with a specific persona.

Launching the live test

We ran geo-targeted message variants across Meta using a dark ad approach — each one tailored to resonate with a specific persona.

Launching the live test

We ran geo-targeted message variants across Meta using a dark ad approach — each one tailored to resonate with a specific persona.

Tracking the reactions

Click behavior told us which messages sparked curiosity — and which ones didn’t. Functional clarity consistently won out over lifestyle cues across all audiences.

Tracking the reactions

Click behavior told us which messages sparked curiosity — and which ones didn’t. Functional clarity consistently won out over lifestyle cues across all audiences.

Tracking the reactions

Click behavior told us which messages sparked curiosity — and which ones didn’t. Functional clarity consistently won out over lifestyle cues across all audiences.