iOTA, a new entrant in the non-alcoholic beverage category with a marketing budget of $20K all-in, needed to do something so refreshingly dumb that people would take notice. With an upcoming partnership at Rifflandia, Western Canada's most thirstiest festival, there was a chance to not only turn heads but also turn taste buds. 

A first for thirst 💦

When it comes to taste, non-alcoholic beer is not it. According to some hardcore beer lovers, anyway. So, rather than compete with beer, we repositioned iOTA as an alternative bevy to the most common  “pace yourself” drink of all time: Water. Because why drink BLAND BORING BLAH water, when you can drink FREE iOTA?