| Title | VITTEL REFRESH CAP |
| Brand | VITTEL - NESTLÉ WATERS |
| Product/Service | VITTEL |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
|
Entrant Company
|
OGILVY FRANCE Paris, FRANCE
|
|
Advertising Agency
|
OGILVY FRANCE Paris, FRANCE
|
Credits
| Chris Garbutt |
Ogilvy Paris |
Chief Creative Officer |
| Frederic Levron |
Ogilvy Paris |
Creative Director |
| David Martinangelus |
Ogilvy Paris |
Copywriter |
| Chris Rowson |
Ogilvy Paris |
Art Director |
| Bastien Baumann |
Ogilvy Paris |
Art Director |
| Jeremy Bouchet |
Ogilvy Paris |
Art Director |
| Olivier Brechon |
Ogilvy Paris |
Art Director |
| Marie Cécile Pelle Lancien |
Nestlé Waters |
Marketing Director |
| Guillaume Gachet |
Nestlé Waters |
Brand Manager |
| Benoit De Fleurian |
Ogilvy Paris |
Head Of Integrated |
| Myriam Nouicer |
Ogilvy Paris |
Account Supervisor |
| François Phan |
Ogilvy Paris |
Project Manager |
| Laure Bayle |
Ogilvy Paris |
Head Agency Producer |
| Diane De Bretteville |
Ogilvy Paris |
Agency Producer |
| Linda Belkadi |
|
Producer |
|
Ova Design |
Producer Design |
|
Le Comptoir Du Son Et Des Images |
Music Production |
Brief Explanation
To drink more water, people only need to think about it. They know they have to drink more and
have the intention to do so but they just forget. Despite all the messages from brands or the
government to push them to drink water, 80% of the population still doesn't drink enough water
to be properly hydrated because they simply forget.
The challenge was to prompt French people to drink more water and to promote Vittel as a
partner for a healthier life through a surprising and original idea.
The Brief
Vittel is one of the best-selling mineral water brands in France. Its mission for over 50 years has
been to foster health and take care of people's inner vitality with a simple recipe: pushing people
to drink more water and exercise more. While key competitors play on the vision of a happy
lifestyle (Evian) or popular companion for families (Cristalline), Vittel needed to strengthen its
role as a daily partner for French consumers, a partner who helps them change their behavior.
How the final design was conceived
We wanted to find an original, not conscionable and irresistible way to remind people 'I have to
drink a glass a water'. We immediately reverted to the packaging and bottle itself as a starting
point. We created the 'Vittel Refresh Cap'. A tailor made cap that pops up a flag every hour and
gently remind you to drink. When you close the bottle with your cap, a timer begins
automatically. Nothing new to do just twist the cap as you used to do but this time utility has
been added.
Indication of how successful the outcome was in the market
The program was launched in France in order to gauge consumers' reactions and measure their
behavioral changes.
What we witnessed was widespread positivity: people drank more water during the day and
enjoyed it.
While this is still in the initial launch phase, there are indications that Vittel may expand the idea
across several other markets.