The brightest sip in your bottle was hiding in plain Light.
Roles: Project Management, Research, Strategist, Creative Briefing. Date: April 2025
In collaboration with Allura Zahradnick.
How do you make Crystal Light relevant again?
Ask
Develop and present clear, concise and compelling brand research and strategy for Crystal Light.
Objective
Make Crystal Light relevant again in the evolving beverage culture.
Problem
Once a household staple, Crystal Light is now associated with “diet grandma juice” and dated diet culture. As the beverage landscape moves fast, shaped by hydration rituals, aesthetic water bottles, and Gen Z’s evolving preferences, Crystal Light risks becoming a relic rather than a modern choice.
Where to next?
Researched cultural, category, and competitive trends in powdered drink mixes.
Performed social listening to determine how people talk about hydration, WaterTok trends, and perceptions.
Surveyed consumers in a 125-person quantitative study to understand shifting preferences and usage habits.
Interviewed consumers in a 5-person focus group and 10 real-world street interviews for deeper emotional and behavioral insights.
Key Questions
What are people choosing over Crystal Light and why?
What emotional or cultural baggage do powdered mixes carry?
How are trends like WaterTok shaping behavior?
Why does Crystal Light feel outdated?
What do younger consumers want from flavored hydration?
What we found
Liquid I.V. = functional but clinical, often associated with illness.
Mio = convenient, flexible, but culturally hollow.
Country Time = nostalgic but limited to “summer only” vibes.
Competitive Landscape
Diet Grandma Juice, Anyone?
Crystal Light is strongly tied to “old lady diet culture.”
Words like “grandma juice,” “80s vibes,” and “diet drink” surfaced repeatedly.
Water has feelings.
“Waking up with dry mouth.”
“Playing outside as a kid and drinking ice cold water.”
“Lunchtime boredom that needs a little zest.”
These moments call for more than plain water.
They call for a flavorful ritual.
Gen Z is curious
75% know or like Crystal Light, but don’t think about it.
66% say Crystal Light helps them enjoy water more.
40.8% are eager to try Crystal Light for the first time.
68% say they always have water with them.
They’re not anti-Crystal Light.
They’ve just forgotten about it.
Water is measured in Owalas, not ounces.
Younger consumers don’t think in ounces they think in Owalas (or other reusable water bottles)
Water bottles are identity statements. Hydration is emotional and aesthetic.
8/10 people we interviewed said they’d add a Crystal Light packet to their bottle.
The Insight
Crystal Light isn’t competing with flavored drinks.
It’s competing with hydration culture.
Gen Z has turned water bottles into emotional-support objects. Hydration is now routine, aesthetic, identity, and built around small daily moments.
Crystal Light has the opportunity to shift from diet mix of the past to the flavorful ritual that makes everyday hydration feel personal and joyful.
The Strategy
The Companion for Every Sip
Reframe Crystal Light as the go-to addition for the bottles Gen Z already carries everywhere. Not a diet drink. Not nostalgia. A modern hydration companion that flavors the moments between thirsty and refreshed.
Crystal Light becomes the midday pick-me-up between meetings, the sweet-but-light craving satisfier, and the small reward for remembering to hydrate.
Like Fitbit nudges you to move and Apple Watch nudges mindfulness, Crystal Light can nudge hydration positively, playfully, and pressure-free.
Key Strategic Plans
1. Create New Occasions & Associations
Own the in-between moments where plain water isn’t enough, but soda feels like too much.
2. Modernize Retail Presence
With 78.8% of buyers purchasing in traditional grocery stores, redesigned displays, updated packaging, and clear messaging can shift perceptions and attract younger shoppers.
3. Crystal Light x Owala Collaboration
Owala brings aesthetic identity; Crystal Light brings flavorful ritual. Together, they elevate hydration into something Gen Z looks forward to.
Crystal Light becomes the bridge between not dehydrated, but not quite refreshed, wanting flavor but not a sugary drink, or needing a small spark of joy during the day.
Thought Starters
Retail Reinvention
Modern endcaps and bold flavor-forward displays
Updated packaging aligned with hydration culture aesthetics.
Crystal Light x Owala
Limited-edition bottles paired with flavor packs
Emotional Support Water Bottle kits
Social-first content featuring everyday hydration moments
Influencer rituals: What’s in my bottle today?
Campaign around in-between moments (Not thirsty, just need a spark)
Social challenges tied to daily bottle refills
Creator partnerships with WaterTok communities
Own Hydration Rituals
Long-Term Brand Role
Position Crystal Light as the brand that champions hydration joy.
Not diet culture or nostalgia. But flavorful, feel-good everyday moments.
Awards & Recognition
Gold Rammy
Best Insight
In-Class Judge Panel
Best Cultural Trends