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   Aqualine brand campaign
   Consumer/Aqualine/EMEA/Avangard Global Communications

Challenge

According to BrandStat 2012 research, the bottled water market has been one of the most rapidly growing FMCG markets in Russia for last 5 years. In spite of fierce competition among 200 Russian bottled water producers, Aqualine was among 30 premier Russian companies in this sphere. In 2012 Aqualine had a brand line of bottled drinking water. According to final consumers, different bottled water by Aqualine was almost the same to the taste. The main task was to develop a completely new PR strategy, focused on increasing awareness of the “Gornaya Vershina” and “Aqualine” brands.

Response

We developed detailed year-long strategic campaign focused on direct marketing, media relations, sponsorships and advertising for Russian market. In addition to involving the brand in media campaigns around local public events and organizing blog and press tours, we also developed materials such as press release templates, speaking remarks, advertising templates and more for all operations to use as a resource when planning their local activities. Online communication and cross-promotion were used as main communication channels.

Results

All the supporting projects and events were well received by the media. As a result, “Gornaya Vershina” was mentioned as a sponsor of 19 special events and projects, Aqualine was mentioned in 250 articles and reviews in mass media, two PR campaigns achieved audience reach of more than 3m of relevant Russian consumers.