Following the launch of the”green” low-calorie soda Coca-Cola Life in the UK last week, the company is introducing another new product for health-conscious British consumers—a bottled vaporised water brand glacéau smartwater. The launch is supported with a “multi-million pound” marketing campaign (figures are not disclosed) and features a 45-year-old American actress Jennifer Aniston as the ‘face’ and the brand’s spokesperson in the UK.
Drink Up, a U.S. nationwide initiative encouraging Americans to drink more water, has now stepped into a “gamification” phase. The campaign, launched in September 2013 by the non-profit The Partnership for a Healthier America (PHA), has involved two New York ad agencies —Y&R and VML—to develop a .. talking fountain that activates when a drinker’s lips touch the water.
The ongoing football championship is a great occasion for raising awareness about things that are even more important than a good game. Neymar da Silva Santos Júnior, a celebrated football player from Brazilian national team and Spanish FC Barcelona, on behalf of the Waves for Water nonprofit is rolling out a new campaign in partnership with PayPay to bring drinkable water to deprived regions of Brazil. The Competition for Good site seeks donations from around the globe, asking people to donate for their countries and help them win— at least, in water-providing contest.
To celebrate its sustainable ethos, Honda Australia has released a line of bottled water sourced from hydrogen emissions. The automaker designed the Honda FCX, the world’s first mass production automobile that uses only compressed hydrogen instead or petrol as its fuel. The emissions of this car are pure H2O, perfect for bottling and drinking.
Coca-Cola is extending its sustainable efforts from dedicated campaigns to a new brand centered around the cause, Ice Dew “Chun Yue,” or Pure Joy in China. The money collected through the sales of the product will fund projects focused around providing safe drinkable water to schoolchildren in rural regions of China. It’s the first-ever product of this kind for Coca-Cola not in China only, but also across the globe.
Evian is adding a new advertising video to its Baby & Me famous campaign that celebrates a baby in every adult. The new spot features a well-known fictional character, Spider Man, who meets his baby version in the street and starts performing a wild spider mirror dance, full of superman energy. Along with the ad, the water brand launched a whimsical campaign on its social media channels.
The Coca-Cola Company has teamed up with WWF and Global Water Challenge to roll out a charitable initiative revolving around water. The #ToastToWater media effort has been launched ahead of March 22, World Water Day, to encourage people to demonstrate their commitment to water conservation by raising a glass of clean drinkable water.
UNICEF is continuing its Tap Project, which is now in its 8th year, with a new campaign that takes on smartphone addiction. The organization is encouraging people to give up their much-loved habit of posting and viewing updates, playing games, checking e-mail etc. in return for water and sanitation that will be provided to children in deprived regions.