Aqua Pura Brand Relaunch
with 45s TVC.
Creative Director / Post-Production Lead
The bottled water market experienced significant shifts as a result of the pandemic. Sales across the sector were down 50% YoY. The lack of demand for lunchboxes and meal deals, combined with the huge increase in WFH, meant key ‘use moments’ had been lost and they needed to be replaced.
As restrictions eased, our aim was for the brand to ‘own the moment’ of families going out. The campaign concept - British families getting out on adventures big and small, inspired and fuelled by Aqua Pura.
The Concept
Use cinematic storytelling to build confidence in the brand and help elevate it to a position of authority and trust.
TVC
The Result
An engaging, inspiring adventure, starts with the epic journey of water as it makes its way to British families - inspiring and fuelling them on their own adventures.
Brand Archetypes
Before creative development we sat down with the client to get a better understanding of what they wanted for the brand. This enabled us to highlight suitable brand archetypes to bring the brand to life in different voices. These personalities were broad enough for us to explore where the brand could sit and the personality it could take on to stand out in the category.
Key Archetype
The Explorer - This is about families exploring Britain - day trips, camping, rainy beaches, wherever it may be. All adventures point to nature. The streams and fells, where the purest mineral water originates. Where Aqua Pura resides.
Multichannel touch points
Audience research highlighted the overwhelming majority of purchasing decisions for families (traditional two-parent or single-parent) were made by the mother. So women aged 25-40 were the primary target audience.
Key touch points on social media and at the point of purchase allowed us to tailor the messaging to this audience segment. Variables included time of day, health and fitness and geographical location.
The Outcomes
The TV spot was the campaign's hero piece and it had a hero's budget of £160k to help bring it to life. It was shot over 3 days across 3 locations in Manchester and The Lake District and we worked with the production company ‘Chief’ to manage the production. It aired for 6 weeks in the Summer across terrestrial TV in the UK.
The campaign also made use of paid social, utilising influencers and creative messaging across Instagram and Facebook, as well as interstitial mobile ads based on geolocation.
Brand awareness and increased sales were the primary drivers for the project. However, key goals for the brand were to encourage healthy hydration in families in a positive and inspiring way, tying in with the overarching Aqua Pura brand vision.