It’s a fact of life: Together with skin, muscle, bones and organs — all vital — the human body is 70% water. Furthering that connection, Pepsi-Cola Company’s Aquafina is the best-selling brand of bottled water in U.S. retail channels, nearly tripling industry volume growth in 1999.
Beginning this week, in its first national TV ad campaign, Aquafina is reminding consumers: “Every part of your body needs pure water.” Aquafina is non-carbonated, purified drinking water, with “purity guaranteed.” Two new television commercials and a pair of print ads describe the importance of drinking pure water – with a playful, unpretentious edge.
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“We’ve got the fastest-growing brand in the country’s fastest-growing beverage category, but we’re only scratching the surface of where we can take Aquafina,” said Dawn Hudson, Pepsi-Cola Company’s senior vice president of strategy and marketing. “With this new campaign, we’re giving Aquafina the media weight it deserves, while inviting consumers to give their bodies the pure water they need for healthy, everyday living – without taking things too seriously.”
J. Walter Thompson U.S.A., Inc., New York, created both the TV and print executions, marking the advertising agency’s first work for Aquafina.
“What a wonderful opportunity it is to work on the number-one brand of bottled water,” said Ed Evangelista, J. Walter Thompson’s senior partner and group creative director. “It’s not every day that you get a water brand willing to do something smart, interesting and fun — and desiring creative beyond the usual ‘rivers and streams.”‘
The two new TV spots heighten the fact that the human body is composed mostly of water, with subtly humorous twists: 1) in “Pool,” an amorous young man is lured away from his Aquafina by the sight of an enchanting woman, only to be surprised by her poolside guests; 2) in “Surfer,” an ardent wave warrior abruptly retreats to the beach after a chilling discovery. Targeting active young adults, both commercials will air into September on network and cable television.
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By GlobalDataCoinciding with its national TV launch, Aquafina’s new print campaign also will run into the fall, featuring two-page spreads in popular magazines, including Cosmopolitan, Glamour, People, Redbook, Rolling Stone, Self and Shape.
The first of two print ads captures an accident waiting to happen, as a young man on a bicycle makes eye contact with an attractive young woman. The other depicts a couple of women embroiled in an epic struggle – for the last pair of hot pink high-heels on sale in a shoe store.
Pepsi-Cola Company (www.pepsi.com), headquartered in Purchase, NY, is the global beverage division of PepsiCo, Inc. (NYSE:www.pepsico.com). In addition to Aquafina, its brands in the United States include Pepsi, Diet Pepsi, Pepsi ONE, Mountain Dew, Mug, Slice, Wild Cherry Pepsi, All Sport Body Quencher and FruitWorks. The company also makes and markets ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.
Aquafina Factoids
— Non-carbonated bottled water is America’s fastest-growing beverage
category, with total volume up 30% in 1999. Pepsi-Cola Company’s
Aquafina volume nearly tripled category growth – up 80% last year.
— Aquafina was introduced in Wichita, KS, in 1994 and reached national
distribution in 1997. Available in 20-ounce, 24-ounce, 1-liter and 1.5
liter plastic packaging, Aquafina now is the best-selling bottled water
in measured U.S. retail channels.
— Aquafina is the “Official Bottled Water” of Major League Soccer, the
PGA of America (including the PGA Championship, PGA Grand Slam, U.S.
Ryder Cup and Seniors’ Championship) and the NCAA Championships
(including the Men’s and Women’s Basketball Final Four). It is the
first brand the NCAA ever has allowed on the sidelines of its
championship events.
— Research shows what consumers want most in bottled water is consistent
purity and crisp, clean taste. Aquafina is non-carbonated, purified
drinking water, with purity guaranteed. No minerals are added.
— Aquafina uses state-of-the-art purification systems, including reverse
osmosis and carbon filtration, to guarantee its purity.
— There are currently 16 Aquafina purification centers in the United
States: Fresno, Hayward and Riverside, CA; Orlando, FL; Wichita, KS;
Munster, IN; Ayer, MA; Cheverly, MD; Detroit, MI; Burnsville, MN;
Cheraw and Columbia, SC; Houston and Mesquite, TX; Mount Olympus, UT;
and Tumwater, WA.
