Agua de Kefir is an electrolyte-rich beverage made from prickly pear cactus, delivering immediate hydration and exceptional thirst-quenching benefits. While the product already outperformed on function, the brand’s core challenge was not efficacy, it was relevance.
Agua de Kefir needed to move from niche discovery into cultural desire. The goal was to make the brand feel emotionally resonant and socially meaningful to younger Millennials and Gen Z, not just “good for you,” but something they actively identified with and chose.
The objective of this campaign was therefore twofold:
Embed Agua de Kefir into culture in a way that felt organic and earned
Convert that cultural relevance into lasting brand loyalty, not one-time attention
Rather than using traditional influencer marketing, the strategy focused on cultural integration.
We identified that Love Island fandom doesn’t behave like a typical audience. Fans don’t just watch, they quote, reenact, meme, and speak in the language of the couples they love. The most effective brand entry point wouldn’t be messaging at this audience, but becoming part of the story they were already emotionally invested in.
When Nic and Olandria became one of the most talked-about relationships online, their chemistry evolved into shared language and inside jokes. Our strategy was to embed Agua de Kefir directly into that language by positioning the brand as a natural, recurring presence within their dynamic.
The brand would not be introduced, explained, or overtly sold. Instead, it would function as a familiar constant, signaling authenticity, belonging, and desire.
Execution brought the strategy to life by making Agua de Kefir the third character in Nic and Olandria’s relationship.
We didn’t just cast Nic and Olandria. We crowned them. Agua de Kefir was positioned as the official drink of the thirstiest season, living naturally inside flirtation, intimacy, and everyday moments. The product was always visible, always cold, and always part of the scene, reinforcing that it belonged there.
Creative leaned into fan-recognized moments and culturally fluent phrases like “come here Nicky-poo,” “come in and keep going,” and “give momma a kiss.” These lines weren’t scripted brand copy. They were cultural cues fans already loved. By amplifying them, we rewarded attention and made the audience feel like insiders.
The campaign launched with a surprise couple reveal at peak fan interest, followed by a dense, fast-paced rollout of short-form video and editorial imagery. Momentum carried through the Love Island reunion, where Nicolandrians hosted watch parties with Agua de Kefir in hand, flooding social feeds with real-time reactions, quotes, and clips.
Through timing, cadence, and cultural fluency, Agua de Kefir moved beyond sponsorship and became inseparable from the Nicolandria storyline.
The impact was immediate, measurable, and sustained.
Agua de Kefir sold out nationwide. Within two weeks, sales surged 40%, making this the strongest campaign in GT’s Living Foods history. Engagement exceeded the brand’s top performing influencer campaign by 500%, validating cultural integration as a growth strategy.
More importantly, the campaign built community, not just reach.
Over 50,000 new followers joined the brand, forming a self-identified community of Nicolandrians who claimed Agua de Kefir as their number one drink. Fans refreshed feeds daily, quoted campaign lines, tagged friends, stitched moments, and treated each content drop like an episode release.
Agua de Kefir didn’t just earn attention.
It earned ownership.
Brands can chase culture, or they can become culture.
Agua de Kefir chose the latter.
