Jovē and Six+One Invite You Into a Deeper 'Hydrationship'

In the crowded world of bottled water, it’s easy to get lost in the noise of pH claims and mountain spring clichés. But Jovē isn’t here for surface-level hydration, or surface-level marketing. Partnering with creative agency Six+One, the brand has launched a bold new campaign that invites consumers to go deeper. The ask? Start a long-lasting hydrationship.

Why a hydrationship? Because Jovē is specially formulated with proprietary ACH Technology that hydrates deep, down at a cellular level. Which is why Six+One repositioned Jovē as, The Water That Gets You. The campaign leans into a more emotional yet bold, science-forward identity – one that treats hydration as an intimate commitment. The work introduces 'hydrationship' as both a call to action and a brand philosophy: a healthy, daily partnership rooted in understanding what your body really needs

And what it needs is Jovē’s Advanced Cellular Hydration, pH balance and proprietary blend of liquid silica. Six+One wrapped these functional benefits in personality with vibrant creative and a tone that’s part dating app charm, part health-nerd swagger.

From out-of-home to social to influencer campaigns, the idea plays out with confidence and wit: water that notices you, water that texts back, water that supports your goals and never leaves you on thirsty.

In a space that often goes wide, Jovē has chosen to go deep – into science and into its connection with the people who drink it. It’s time to start a deep, healthy hydrationship with Jovē.