Crazy Water

Crazy Water has been brimming with good vibes and natural minerals since 1881. And while the drink is amazing, the brand had to modernize its dusty image in order to grow market share. With a fraction of the budgets and resources the category big players have, Crazy Water had to make its big splash creatively. Enter TRG. We skipped expensive shoots and SAG/AFTRA contracts and went straight to next-gen technology, inventing a spokesman and bringing him to life using the latest AI techniques. As for more traditional needs like outdoor boards and festival posters? We tapped the talents of renowned Texas artist Jon Flaming, whose neo-cubist celebrations of cowboy culture perfectly captured Crazy Water’s quirkiness. The campaign delivered. Sales of Crazy Water are up 34% year-over-year. Bottling capacity is up 300%. And the drink once found only in Mineral Wells is now sold at over 300 retailers across Texas.