Aqua Carpatica Flavours

Creative idea

AQUA Carpatica Flavours is the first sparkling flavoured water launched in Romania, made with 3 ingredients: spring mineral water, certified natural fruit-juice and a touch of bio agave syrup. Lacking legislation for this new category, the Romanian authorities wrongly labeled us as “soda” and made us share the shelf with other sodas like Coca-Cola. We decided to turn our problem into gold and launch with a protest: “We’ve been mislabeled! Deffinetely not a soda” By launching our product with a protest against our mislabelling, we managed to challenge both the soda category and the Romanian authorities at the same time.

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
Post production: Static VFX
Additional company: Jean Valvis - President & CEO Christos Valvis - Project Manager Valentina Vesler - Communication & Advertising Director