The 'beautiful people’ getting their perfect knickers in a knot, throwing tantrums and demanding GLACÉAU vitaminwater take their cheating new low calorie product off the shelf in a bid to stop making it easier for average people to look and feel as good as them.
READ MOREGLACÉAU vitaminwater was on a burning platform. Sales were in dramatic decline, the brand was not resonating with their target market, and was in danger of being delisted. Our challenge was to have consumers reappraise GLACÉAU vitaminwater, which meant we needed to create work that would make the brand famous so the consumer will see the brand in a new light and pick one up.
GLACÉAU vitaminwater reformulated their entire range to be a low calorie drink that tastes great and contains vitamins. This is a huge threat to the beautiful people. Having a drink like this available to anyone means it is easier for people to look and feel good. Think about it, low cal GLACÉAU vitaminwater means people everywhere may find it easier be more attractive and the more people that become attractive the bigger chance the already beautiful may become… average.
As of December, 2011 there were no sales figures available – however anecdotally the campaign has been very well received.
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