The water market segment has focused for decades on the traditional message of constant hydration. However, Bonaqua wanted to disrupt the market by challenging this message, championing thirst instead of hydration. They didn’t want to be the water you sip from time to time, but the water you chug after an intense activity that involves your passions.

Running away from the health and wellness category and leaning into consumers’ passion points instead, Bonaqua wanted to explore occasions where users already became so thirsty that they needed to quench their thirst right after. The objective was always to connect with users across generations so they would favor drinking water to any other product after a passion activity.

Bonaqua tells the stories of unconventional heroes celebrating the moments that make them loose water. Focused on sex and love as the consumer's main passion points, the message ‘Live Till The Last Drop’ champions the dehydration felt afterwards as a sign of having lived life to the fullest and the empty product as proof of the reward that water is right after.

Let’s face it, if you’ve seen one water ad you’ve seen them all. Our ambition for Bonaqua was two-fold, drive a clear positioning for Bonaqua, which is a challenger brand in most of its markets, while also breaking free from the category codes that we’ve grown used to in most communications we see for water. We needed to move forward from the sea of blue, calming tones telling us to stay hydrated to a point of view consumers wouldn’t expect in the water category. To do this, we looked at people and their passion for losing water by doing the things they love doing. This made us think something: What if instead of focusing on PREVENTING dehydration, we inspired people to live their life first and hydrate after? Because if you’re thirsty, you’ve probably done something right.

On social media we want to inspire users to live life to the fullest by showing them what it looks like. The stories shown inspire engagement with passion points: singing, dancing, hustling, having sex, etc. In a seasonal endeavor, the stories are set in recognizable places during the summer season like a house party or a concert at the beach. The content invites users to engage with the world through their passions, anywhere they fancy, disregarding thirst as a negative aspect but as the direct result of living life to the fullest.

The campaign is still live; therefore we cannot provide results at the time of submission.