There is so much talk about disrupting categories. Well, with Driftwell, we didn’t just disrupt a category. We created a whole new one. This functional canned beverage helps folks who are hyperconnected unplug and unwind for the day. We launched this elegant, enhanced water beverage into the rapidly growing products designed to address R&R to the wide approval of millions — expressed by the collective sigh across America. With its thoughtful design and gentle, scientifically proven ingredients, Driftwell is in a category of its own.
The insights leading into this project were clear. We’re more connected than ever. Time has become one of the scarcest resources. As soon as we unplug from work, we plug into our phone. At the cost of our ability to release stress and relax in the evening. But the data keeps coming in. From doctors. Scientists. The biotrackers on our wrists. Stress has become an epidemic. So, where can people turn? Existing R&R products have traditionally been very heavy handed and they can seem scary to consumers. What if there was an alternative? We decided to enter the market from the lens of relaxation. Driftwell is the gateway to a larger conversation about how we let go of the day when we are at its end. Once we developed a formula with scientifically proven ingredients and soothing flavors our challenge became communicating this all to the stressed-out masses.