Placeb'eau

Date

11/20/2022

Client

SPA

Project Type

Motion

Briefing

SPA is Belgium’s most iconic water brand and an ambassador of a healthy life since over a thousand years! No, really. The health wellness or ‘SPA’, that you can find in every hotel…, this globally used word knows its origin in SPA, a little village in Belgium, with a source containing the purest of all mineral waters. As a brands purpose, SPA is on a mission to make Belgians drink better, to live better. Because when Belgians think about a healthier lifestyle, 48% thinks about ‘eating better’, 44% thinks about ‘moving better’, but only 8% thinks about ‘drinking better’. Drinking better is threefold: drinking more (better hydration), drinking more pure (versus chemically processed tap water) and drinking more natural (versus chemicals and additives). This brief was meant to tackle the ‘drinking more’ part, because 2 out 3 Belgians don’t drink enough water (source: OESO studie 2022).

Solution

 

2 out 3 Belgians don’t drink enough water. While at the same time, when it comes to our health, we are amongst the biggest pill poppers in the world (source: OESO studie 2022). So, how do you get Belgians to drink more water? Yes indeed, there’s a pill for that! SPA introduces: Placeb’eau. While the Placeb’eau pills have many, many direct health benefits, there's actually nothing in it. NOTHING. But just take it 8 times a day, with a big glass of water. Because yes, it’s not about the pill but about the water you’re having with it.

 

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