LET’S STOP WRONG LABELLING
CONTEXT
AQUA Carpatica launched a unique product, AQUA Carpatica Flavours, a mix of mineral water AQUA Carpatica carbo, fruit juice and agave syrup, the first of its kind on the Romanian market. This product didn’t have a dedicated legal category, so it was labelled as a refreshing carbo drink, just like all other sodas.
STRATEGY
When the law decided to use this labelling, we also decided that AQUA Carpatica should be honest about this. Being a loved and innovative brand, AQUA Carpatica has always communicated in a daring and true to life tone of voice. This time was not going to be different. Moreover AQUA Carpatica has debated throughout the years a series of issues regarding labels and ingredients, starting with its first campaign ever.
IDEA
LET’S STOP WRONG LABELLING
“Labels against labelling” is a campaign that talks directly, truthfully and a bit ironically about the wrongful tendency to mislabel products and also misjudge people. Not only it raises awareness about a great real product and people’s real selves, but also acts upon this issue engaging all media available, in different forms and categories: TV, Radio, Outdoor, Digital, Social Media and unconventional instore, where we launched the product backwards, showing the right label with all ingredients, on the back of the can, generating real time PR.
The TVC is a powerful verbal and visual transformation of the AQUA Carpatica Flavours can itself, where we played with effects and categories, to point out the endlessness of this topic and highlight the essence of the product.
TVC
DIGITAL AMPLIFICATION
The campaign rolled out in digital not only with dedicated ads, but also with daring posts tagging different brands in different categories such as dairy, cosmetics, Romanian products and other healthy, chemical free products, all of them receiving overwhelmingly positive responses. It was also amplified with the help of different Romanian personalities, who joined the fight against wrong labelling, by sharing their own labelling-related stories.
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