Title | VITTEL REFRESH CAP |
Brand | VITTEL - NESTLÉ WATERS |
Product/Service | VITTEL |
Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
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 |
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.