Award-Winning COOL Water Hong Kong: Youth-Focused Rebranding with KOL Marketing & Social Media Engagement

To stand out from competitors, local bottled water brand COOL partnered with us for a full brand transformation. The campaign introduced COOLosophy, an alternative philosophy to life in Hong Kong, anchored by the slogan 拒絕麻木 (Rejecting Numbness). Reflecting the brand name, the campaign encouraged a liberating, ‘cool’ lifestyle empowering Hong Kong youth to break free from social norms. Our goal was to rebrand COOL with a younger, edgier personality and deeply imprint it on consumers to differentiate from other local brands.

Focusing on Facebook, Hong Kong’s top platform for youth, the campaign featured tattooist KOL Lily Cash whose personal branding matched COOL’s new image perfectly. We produced stylistic videos and posts centered on alternative philosophy slogans, and launched interactive O2O mini games tied to Lily’s niche with attractive prizes. Lifestyle posts posed thoughtful questions like 活著是…? (To live is to…?) and 成功是…? (Success is…?), resonating with youths seeking alternatives to mainstream culture and firmly planting COOL within the alternative community.

The COOLosophy campaign was a major success, setting a bold new creative direction for the brand. KOL Lily Cash generated positive online buzz and struck a chord with youth audiences. Video and post ads achieved wide reach and strong engagement, reinforcing COOL’s consistent, compelling brand identity. Our viral mini games deepened brand association with the alternative lifestyle, making COOL stand out authentically.

This award-winning campaign was honored with the Markie Awards: Bronze for Best Use of Video, highlighting its creative impact and marketing excellence.