The Challenge:
In 2025, bottled water brand E pura® set out to refresh its brand identity in Mexico with the goal of connecting more deeply with its target audiences and positioning itself as a brand that encourages individuals to embrace their own way of loving their bodies. More than a rebranding, this was an evolution — one that reinforced the brand’s core purpose: offering a simple way to love your body. 

The challenge was to communicate this transformation in a way that aligned with current consumer interests and cultural trends in Mexico, while standing out in a competitive market. Central to this shift was the introduction of a new visual identity—anchored in vibrant colors, a refined multicolor prism logo, and an optimistic tone—that embodied the brand’s refreshed spirit. The campaign needed to build awareness around E pura®’s “Glow-up” by reinforcing its values and debuting this fresh narrative.

The Work:
Dialogue developed an integrated PR communications strategy that combined earned and paid tactics across multiple platforms. A press release announcing the rebranding and visual update was pitched to top-tier marketing, business, design, and general interest media. Paid partnerships were executed with four leading outlets—two in business and two in design—across both digital and print formats. 

A creative Fake Out of Home (FOOH) campaign brought E pura®’s “Glow-up to life through immersive, social-first content “placed” in iconic locations in Mexico City, Guadalajara, Monterrey, Puebla, and San Luis Potosí. On LinkedIn, Dialogue positioned Adrían Pérez, E pura®’s Senior Brand Manager, as a thought leader through tailored posts that reflected the rebrand’s ethos.

To engage Gen Z, a targeted influencer campaign featured eight lifestyle and design creators who received exclusive “Glow-up Kits” and shared Instagram Stories, Instagram Reels, and TikToks showcasing the new visual identity and message—driving organic buzz and engagement.

The Results:
The campaign reached a total audience of more than 10.8 million people through media coverage and influencer-generated content. It achieved more than 1.4 million impressions and more than 75K of interactions from influencer activity.

A total of 8 content creators were activated, generating 51 social media posts. Additionally, the campaign secured 21 media placements, including 9 digital articles, 2 print features, and 10 social media posts. 

The campaign not only amplified E pura®’s refreshed brand image—rooted in a joyful, vibrant aesthetic—but also successfully engaged both professional and lifestyle audiences, with a particular focus on reaching younger audiences like Gen Z. The combination of bold visuals and emotional storytelling sparked conversations across platforms and reinforced the brand’s established positioning in the market.