Propel was previously known for flavored waters when they came to mono with an innovative new product – a pure water with electrolytes for daily workouts. To help Propel regain their fitness cred, we created the campaign platform to time this new product launch with the relaunch of their brand. The campaign ignited sales and now Propel is the fastest-growing brand within PepsiCo. For those passionate about exercise, working out isn’t work. It’s not dark, raw, gritty, or full of chest-pounding trainers. Fitness is pure joy. This colorful, electric spirit was channeled through the line “lyte up your workout” and every campaign touchpoint to launch Propel Electrolyte Water. Bold use of blues and yellows connect pure water to electrolytes. Vibrant photography, linework, and pop culture-infused tactics aim to “lyte up” the daily routine. Dropping a little science along with a seamless brand experience, the new propelwater.com unites all Propel products under a fresh, new look and feel.