Case Study
Wow Hydrate Social Strategy
May 6, 2025
WowHydrate had built its name through sports partnerships, elite associations, and a science-backed product. But as the market shifted - and consumer habits changed - the brand faced a familiar challenge.
How do we move from something people pick up in a gym... to something they keep in their fridge?
Our role was to help make that happen. And not through a total rebrand or flashy campaign - but through thoughtful, layered repositioning that used social strategy as the catalyst for change.
The challenge: Big names, low engagement
On paper, WowHydrate had what most brands would envy:
National retail presence - in Tesco, Sainsbury’s, and Poundland (with Boots on the way).
Partnerships with Manchester United, West Ham Womens FC, and legacy partnerships with Tyson Fury and other elite athletes
A functional hydration product packed with electrolytes, collagen, and protein - that suits not only elite athletes but the mass market.
But on social? Things weren’t landing. The brand was over-indexing on elite performance. Sponsorships led the content. There was no clear tone of voice or brand voice.And it wasn’t speaking to the new, health-conscious, everyday consumer.
The task was clear:
Reposition WowHydrate without losing credibility - and make it feel like a hydration product for real life, not just real athletes.
Approach: A Strategy That Moved With the Audience
We started by reframing the problem. This wasn’t about gaining new followers. It was about earning new relevance.
Step 1: Audience clarity - not just demographics, but routines
Step 2: Strategic reframing — from product to presence
Step 3: Implementation plan — consistent, achievable, human
This wasn’t about asking the internal team to do more. It was about helping them do the right things.
Outcome: A Brand With Broader Relevance (and Room to Grow)
What we delivered:
A complete, strategic repositioning without touching the product or visual identity
A content and channel strategy the internal team could actually use
A human tone that invites people in, not just shouts from the gym wall
A framework that balances commercial ambition with cultural fluency
More importantly, we gave the brand permission to evolve — to speak to more people, in more ways, across more moments.
Interested in finding out more? Get in touch with a member of our team today or read more about Dropshot and read which services we regularly help other brands in the sports world.