Mekansim unveield a brand relaunch for Aquafina centered around a 30-second spot called “For Happy Bodies.”
As the title implies, the spot focuses on how proper hydration leads to health and happiness. That focus is an attempt on the part of the brand and Mekanism to differentiate Aquafina from myriad other water bottle brands, but does it really accomplish that? Hydration will have positive effects on the body regardless of whether it comes from a brand like Aquafina or straight from the tap, so while it has plenty of (some would say over the top) positivity (set to a cover of “Come On Get Happy’ by The Goods), “For Happy Bodies” offers little in meaningful brand differentiation. The broadcast spot launches today and will run for seven weeks, supported by radio, social media, OOH and point of sale elements.
Credits:
President/CEO: Jason Harris
Executive Creative Director/Partner: Ian Kovalik
Senior Writer: Ryan Paulson
Design Director: Veronica Padilla
Art Director: Jorge Arteaga
Head of Strategy: Eric Zuncic
Director, Brand Management: Melissa Hill
Senior Brand Manager: Meagan Cotruvo
Brand Manager: Heather Hosey
Head of Production: Kati Haberstock
Senior Producer: Beth Shulman