By Glen Fest
DALLAS–TLPartnership here is readying the national launch of Aquafina with a series of new print ads for Pepsi-Cola’s two-year-old entry in the bottled- water market.
With the tagline ‘Take me to the water,’ the creative work involves TLP’s efforts to break through the clutter of ‘mountains, streams or pools of water’ dominating much of the non-carbonated drinking water category, according to an agency representative.
The first ad, ‘Road Man,’ features a butterfly swimmer charging along the surface of a paved highway in an unusual visual effect.
‘It encapsulates the energy and attitude of the brand’s positioning and suggests the notion of transformation,’ group creative director John Pucci said in a statement.
The ads, which will run nationally in magazines like Elle, Rolling Stone, Sports Illustrated and People, give TLP the opportunity to showcase its creative wares outside the promotions arena.
With more executions expected to break during the summer, the client will also be supported by TLP efforts in radio advertising and outdoor media.
Laurie Schetlick, a TLP account supervisor on the Aquafina business, said the brand needed a ‘high-impact’ message to counter its late-comer status in the established bottled-water market.
The Aquafina brand has been in test and regional markets since 1995.
Pepsi placed $1.3 million in major media spending in 1996, per Competitive Media Reporting, on the startup brand. Billings for the current advertising campaign were undisclosed.
Among the competitors to Aquafina is rival Coca-Cola’s Naya spring water. Coke’s largest bottler, Coca-Cola Enterprises in Atlanta, bought Nora Beverages (marketers of Naya) for a reported $89 million from a Canadian investor group last year. CCE previously provided Naya nearly 67 percent of its total distribution.
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