Thirst Traps

THE STRATEGY THAT GOT US THERE…

Teens don’t want to go to health class. They want entertainment.

If you’re only drinking when you’re thirsty, you’re already feeling the effects on the field. But teens don’t want a boring science lecture about fluids. They’ll pay attention to health info and health trends, but it has to be on their terms.

That inspired us to hijack a concept most teens know well - thirst traps. But instead of just sexy bids for attention, we turned them into playful warnings about what can happen when you’re dehydrated.