Eska natural spring water goes straight to the source for its “The Source Matters,” campaign, the first from Zig since the agency won the account earlier this year.
The campaign, running in Ottawa and Quebec, includes outdoor, print, transit, online and TV as well as the website TheSourceMatters.com and PensezPlusEau.com.
The creative uses simple black-and-white photos of people or natural settings with provocative headlines meant to push people to ask questions about the bottled water they’ve been drinking.
One ad uses a photo of water rushing down a series of rocks. The copy reads: “The way water was purified before chemicals were invented.”
One of the wild postings, which are unbranded, features a man resting his head on his hands, with the question: “Why does my water have an ingredients list?” with the Eska website underneath.
People are really examining the food that they’re putting in their bodies, but haven’t taken the same steps with regards to water, said Shelley Brown, partner and director of strategic planning at Zig.
“We felt there was an opportunity to get people to take what they’re doing already with food and push it a little bit further and get them to start examining their water, and literally ask [themselves], ‘what am I drinking?’”
The website contains product information and “the truth about water” section that compares different types of bottled waters as well as information about mineral counts, filtration systems and tap water.
The print ads are running in French magazines Clin d’oeil, Châtelaine, Coup de Pouce and Metro in Montreal and Ottawa.
Eska, a product of Eaux Vives Water Inc., is currently available at convenience and grocery stores across Quebec and in Ottawa.
The campaign launched last month and will run into the fall, and will likely extend throughout Ontario as Eska expands its distribution, said Brown.
Media Experts handled the buy.
