The objective of Aquarius, a sports drink with mineral salts, was to reposition itself so as to appeal to consumers beyond the world of Sports. 2011 was a crucial year to propel this change and connect with consumers beyond the conventional media.

Aquarius had to change its destiny so we set our consumers a challenge. We wanted to inspire them to break away from conventions and show them that, in a way, force of habit may unconsciously restrict our freedom of choice.The creative idea is based in a small but hugely defining hallmark: Our name. It is given to us from birth and it marks us, for better or for worse, for our whole lives. It’s something we didn’t choose. To solve this problem we created an on-line agency to provide assistance with the legal paper work for changing your name.

Aquarius had to change its destiny so we set our consumers a challenge. We wanted to inspire them to break away from conventions and show them that, in a way, force of habit may unconsciously restrict our freedom of choice.The creative idea is based on a small but hugely defining hallmark: our name. It is given to us from birth and it marks us, for better or for worse, for our whole lives. It’s something we didn’t choose. To solve this problem we created an online agency to provide assistance with the legal paper work for changing your name.

This promotion wasn’t just another page from the same old Aquarius marketing handbook. It was about doing away with inertia, not taking things for granted and making whatever changes you wanted. And it seemed to be working:- 65% of Total Brand Communication Awareness, the highest in the recent history of the Brand, reaching Coca-Cola levels for the second time in the history of Aquarius.-80% non-sport consumption.-2,400,000 visits registered on the online agency, an all-time record, twice the average visits for a campaign for any other brand of the Coca-Cola Spain Company, including CocaCola.es- Facebook Apps engaged 750,000 unique users exceeding fivefold The Coca-Cola Spain Company benchmark.- 3,500 applicants used our Aquarius Agency for a change of name.

- 16,662 conversations and mentions in total throughout the internet, making Aquarius the second-most mentioned brand in Spain, after CocaCola.

- Over 200 free appearances in the media.