This is a fully 360 launch campaign of a new beverage: AQUA Carpatica Flavours.

The campaign ran on multiple national TV channels, social and digital channels, retail, PR, radio and outdoor, with a total reach 16.5 million people and with the objective of introducing a new alternative to established carbonated soft drinks in the Romanian market under the same big idea: Stop Wrong Labelling.

A NEW CSD?

AQUA Carpatica Flavours is a clearly superior product than the CSDs – a category with bad reputation due to its heavily use of sugar, artificial flavours and preservatives.

We are made of natural sparkling water, agave syrup and fruit juices.

But, according to the Romanian law, our label states that we are a Carbonated Soft Drink and we are forced to share the bad reputation and the shelf with them.

A CRWODED MARKET

CSD is a huge category, consisting of 671 SKUs1, half of them added in the last 3 years. People face an obvious choice overload, and another launch is likely to go unnoticed.

BRIEF

Launch AQUA Carpatica Flavours as a successful alternative to the established CSDs, in an already crowded market.

OBJECTIVES

- Campaign: spark organic curiosity & engagement

- Business: win a 5% volume MS & 10% value MS among the flavoured waters category

The Romanian law puts in the same category of Carbonated Soft Drinks beverages with distinct ingredients and properties, without differentiating them at all. Even some of them are heavily sugar carriers and others more healthy, they fall in the same category.

STOP WRONG LABELLING

A campaign that rebells against the label we were forced to have, by an unfair law.

Our label says „carbonated soft drink”, but we think it’s not right.

We don’t have a lot in common with CSDs.

We have natural sparkling mineral water, like no other CSD.

We bring great taste with fruit juice only, like no other CSD.

We have the lowest amount of sugars: 4,9 g/l.

We use agave syrup instead of sugar or artificial sweeteners.

We have no preservatives, no artificial ingredients, nothing bad.

But we might have more in common with other products.

Yogurts: since we have real fruits

Skin cosmetics: since we also hydrate

Traditional products: since we use the purest Romanian sparkling water

Imports: since we look so international

and so on.

TARGET

Mainstream Romanians, carbonated soft drink consumers looking for a better, healthier option: 47.8% of them are interested in healthy drinks, according to Global Web Index, 2022.

APPROACH

Focus everybody's attention to our unfair labelling, since we don't see ourselves as an "evil" CSD, but as a better option.

INTEGRATION

"Stop wrong labelling" was the conversation we launched for people people and brands to join in.

(1) TV & radio. The core video of the campaign rebelled against our own label, using a succession of morphs into other type of products.

(2) PR & RETAIL. We launched the brand facing its back label, for people to read the ingredients, not what its says on the front.

(3) SOCIAL & INFLUENCERS. We tagged brands and people to comment on our and their wrong labelling.

(4) Our OUTDOOR said simply "We are not a CSD. Stop wrong labelling".

VIDEO

We used mass market channel, with the video ad being the central piece of the campaign.

The video was seen on Romanian national television by 3.5 million people and in digital by 6.9 million people. (1)

SOCIAL

Because we were looking to spark curiosity and engagement, the social channel were essential to provide a space for conversation about wrong labelling. The social campaign was activated on AQUA Carpatica's Instagrams and Facebook accounts tagging brands and people we thought might resonate with our values.

PR & RETAIL went together, as our press release focused on the rear faced product launch, inviting people to read the ingredients on the back of the label to better understand the quality of our product.

The campaign started on September 1st 2023 and reached 16.5 million people so far.

DIGTAL CAMPAIGN RESULTS

65.000 organic reactions and conversations from people and brand commenting about wrong labelling (1)

3.000.000 organic viewership of the campaign (2)

91% Video View Through Rate (3)

BUSINESS RESULTS (4)

10% Volume Market Share

29,4% Value Market Share

in the flavoured waters category one month after campaign launch.

Sources:

(1) Meta Insights, September 2023

(2) Zelist Monitor, September 2023

(3) Media Agency, September 2023

(4) Vektor Marlet Research, 2023