Carlsberg Britvic-owned Aqua Libra has launched a major marketing campaign to target consumers who want to improve their hydration by highlighting the amazing things that water can do in nature, while promoting the brand’s green credentials.
“The Wonder of Water” has been executed by global media agency of record iProspect and is being spearheaded by an interactive billboard in Waterloo Station, backed by out-of-home placements across London, activity across social media channels, and an upcoming influencer campaign.
As consumers have become more engaged with hydration and the associated health credentials, the consumption occasions of hydration products has expanded both on-the-go and at home.
The campaign promotes how Aqua Libra’s clean-label offering allows it to fit into modern day consumer’s lives, ultimately bringing customers back to the water segment.
The Aqua Libra Flavour Tap and range of canned infused sparkling waters encourage consumers to make small changes in their everyday lives to help towards the mission of a future free from plastic waste.
The interactive special build at Waterloo Station integrates a live Aqua Libra Flavour Tap into the display, to showcase how flavour and experience can solve hydration pain points and cater to the needs of modern consumers.
Flavour Tap technology thinks beyond plastic, providing solutions for on the go, at work, in bars and in food outlets. The digital tap dispenses still, sparkling and flavoured water with zero calories and reduces packaging waste by 99%.
Aqua Libra head of marketing Malcom McDermott said: “We know that consumers of all demographics are becoming more engaged with hydration and the associated health credentials, and are beginning to explore the water category through new flavours.
“At Aqua Libra, we want to deliver great flavour choices without compromising on calories, artificial additives, and most importantly taste, so we are really excited to bring this to life with the ‘Wonder of Water’ campaign.”
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