Aqua Carpatica Flavours

Creative idea

AQUA-Carpatica Flavours is the first sparkling flavoured water launched in Romania, made with 3 ingredients: spring mineral-water,  natural fruit-juice and a little bio agave syrup. The Romanian authorities wrongly labeled us as “soda” and made us share the shelf with CSDs like Coca-Cola. We leveraged our problem and launched by protesting against our mislabeling and shelf-placement by morphing our packaging into products we could’ve just as easily shared the shelf with. Our message: “stop wrong labeling” pushed Romanians to look past the “shelf-placement” and the “packaging” and pay attention what’s inside – a clean, healthy alternative to artificial sodas.

Brand name: Aqua Carpatica
Advertiser / client: Valvis Holding
Product / service: Beverages Non-Alcoholic
Campaign name: WrongLabelling
Agency network: INDEPENDENT AGENCY
Agency: Cohn&Jansen Bucharest
Media agency: Media Investment
Additional company: Static VFX
Production company: Static VFX
Executive creative director: Mihai Fetcu, Andrei Cohn
Creative director: Roxana Cristea
Art director: Daniel Moisa
Copywriter: Ana Maria Vasilache
Account director (agency): Arina Stoenica
Client account director: Valentina Vesler
Managing director: Diana Crâșmariu
Strategic planner / strategist: Teodora Ștefan
Senior planner: Diana Crâșmariu
Agency producer: Ilinca Dumitrescu
Additional company: Jean Valvis - President & CEO Christos Valvis - Project Manager Valentina Vesler - Communication & Advertising Director