TRG
Dallas-based ad agency TRG has crafted a New Year’s resolution for client Crazy Water of crazy Mineral Wells, newly branded the “Wellness Capital of Texas.”
“Let’s Get Undrunk” goes one mantra.
It’s all part of a campaign by the firm that includes a series of videos and social media posts with humorous tags like that one and “Get Zero Sheets to the Wind.”
The holidays are a time of indulgence, of course, and Crazy Water is aiming to get people back on track in the new year by enjoying the health benefits of Crazy Water's 11-plus Mother Nature-infused minerals. Fun videos teach viewers how to make delicious and refreshing mocktails that feature generous helpings of Crazy Water, like the Crazy-tini.
Shaken or stirred, it's a healthy twist on an old favorite.
“Crazy Water makes crazy-healthy lifestyle choices fun," said TRG creative director Jim Baldwin in a press release. "The brand is all about wellness. So we thought, 'What comes after Binge December? Crazy Dry January, of course.' It's a natural fit.”
The campaign kicks off with an official proclamation from C.W., the now infamous 10-gallon-hat-wearing cowboy mayor of Crazytown, who declares January to be “Crazy Dry January.”
Local breweries, including Panther Island of Fort Worth and Rickhouse Brewing of Mineral Wells, are partaking in the fun by adding non-alcoholic Hop Water (made with Crazy Water) to their menus in January.
Crazy Dry January is the most recent round of ad work designed to make the Mineral Wells-based water brand into a household name across Texas.
At the State Fair of Texas were illustrations from Texas legend Jon Flaming, Crazy Cubes (giant cubes of mineral water on a stick), and even a singing hologram. Previous work has featured a rodeo rider doing his best to stay on a bucking bronco with the line, "Hydrating crazy cross-trainers since 1881."
“The TRG creative team remains ‘all hopped up on minerals’ and cranking out work to help their fellow Texans stay healthy,” according to a TRG press release.
Famous Mineral Water Co. has been producing, bottling, and distributing Crazy Water from its wells in Mineral Wells since the water's discovery in 1881. Crazy Water naturally contains minerals that alter the water's taste and give it therapeutic value. The minerals include magnesium, potassium, silica, calcium, bicarbonates, and lithium, and the water is available in three mineral levels based on different wells.
Famous Mineral Water Co., established in 1904, is open for tours and education. Visit drinkcrazywater.com, call (940) 325-8870, or email [email protected].
A booklet published in 1907 found in research tells the story of its founding.
“Twenty-five years ago a well was dug in what is now Mineral Wells. The peculiar properties of the water attracted attention and many began its use. Among the number were two ladies who were sufferers to the extent that their minds were seriously affected.
“To the surprise of all, the ladies were soon restored to full health and their minds became normal.”
From that anecdote the well began to be called “Crazy Well.”
Among others who were said to have tried the water were Judge A.P. McCormick, U.S. Circuit judge at Dallas; Alexander Terrell, U.S. envoy to the Ottoman Empire under President Grover Cleveland; and Judge John Rodgers of the United States district court for the Western District of Arkansas.
Famous Mineral Water Co. makes no claim that the water will cure anything, only that it has “therapeutic value.”
