Winners & Shortlists

2014 Promo & Activation

VITTEL REFRESH CAP

Short List
TitleVITTEL REFRESH CAP
BrandVITTEL - NESTLÉ WATERS
Product/ServiceVITTEL
Category A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING
Entrant Company OGILVY FRANCE Paris, FRANCE
Advertising Agency OGILVY FRANCE Paris, FRANCE
Credits
Name Company Position
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 Product Design
Le Comptoir Du Son Et Des Images Music Production

The Brief

The mineral water market has recently seen an increase in brands' promotional activity: price reduction, free bottles, etc. These traditional mechanisms showed their efficiency, but also their limits by weakening the image and status of the brands. However, one of the key challenges for brands is to increase their amount of sales per customer. The brief: how to find an original and non-traditional way to increase the amount of sales per customer without harming the brand and even improving it.

Describe how the promotion developed from concept to implementation

We transformed the Vittel bottle into a fun and simple reminder to drink water. We created the 'Vittel Refresh Cap'. A cap that pops up a flag every hour to gently remind you to drink. The mission of Vittel has always been to encourage people to drink more water and move more. So, we took things literally and found this original way to concretely and effectively encourage people to drink more often and finish their bottle of Vittel faster. We were also improving their health. They were reminded to drink 8 glasses of water a day and enjoyed it!

Describe the success of the promotion with both client and consumer including some quantifiable results

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. It is no longer something they forget, but a fun thing to do every hour. Thanks to the success of the program, Vittel is now studying to extend it and make the Vittel 'Refresh Cap' a true promotional weapon in their range of promotional tools and ideas.

Explain why the method of promotion was most relevant to the product or service

This product has been specifically tailor-made for Vittel as it is all about helping people to maintain healthier habits by drinking more water. A strong and simple idea that people would talk about.