We managed to get the radio stations most listened to by our target and create an unplugged program to insert the brand’s messages to strengthen its main attribute: 100% natural.In each one of them we developed an exclusive sponsorship, with a name according to each specific style: “Natural song”, “Animal song”, “Natural songs”, and “Always alive”.

There was a 12.5% increase in the first choice for water and a 62.3% was reached in identification with the concept “is more pure and natural” vs. 4.4%, 3.2% and 2.4% of purified and flavored products launched in 2006, appropriating a unique and valued concept.