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Due to its fresh spring in a volcano mountain, Germany’s most popular mineral water naturally contains an abundance of minerals. And since the minerals calcium, magnesium, and hydrogen carbonate are well balanced, the water even tastes amazing. That’s what Gerolsteiner demonstrates in the print- and online-ads of its educational campaign. Our challenge lies within making the key message tangible and lifestyle-compatible – for young consumers especially.
At the beginning we asked ourselves: how can you excite young people about drinking mineral water? How can you encourage them to think about ingredients and nutrients? Furthermore, how can we incorporate Gerolsteiner into an urban lifestyle? How do we get millenials to post and share as many photos as possible on social media? And last but not least – how can we get people to physically notice what an important role minerals play in nutrition?
Our answer: developing not just a campaign but a movement dedicated to a healthier lifestyle. That’s why our idea – the Projekt: Wasserwoche – is a mix of testing one’s limits and competing in a drink-challenge. Those who choose to participate, pledge to abstain from coffee, ice-tea, or alcohol for an entire week while drinking mineral water only. As part of the challenge, each of the 3,000 participants receives a week’s worth of water supply – totaling in 18 liters of Gerolsteiner per person. With the supply of water, we hope to motivate, strengthen the feeling of belonging to a community, and create a moral pressure point as well as a quick, mental reminder. To introduce some fun into the challenge, we provide participants with a bounty of supportive material: information, tips for a healthy diet, and, last but not least, motivation and examples for workouts alike. In cooperation with nutritionists as well as food- and fitness blogger, we curate our very own recipes and recommend new exercise moves for everybody to try.
With the Projekt: Wasserwoche, we aim to achieve a strong involvement of participants, collect their impressions and experiences, and create content with a high shareability. We search for role models who embody a healthy lifestyle and to whom, most important of all, many can relate to. We work together with bloggers for whom exercise and a healthy diet are central themes. For the website, Facebook, Youtube, and Instagram alike, we develop fun and inspiring content revolving around drinking mineral water. All along, we provide the appropriate tonality and visual language.
With overwhelming success: every year again, over 50,000 people apply for a week’s worth of water supply on the project’s platform under www.gerolsteiner.de/wasserwoche. On Facebook and Instagram, posts receive thousands of likes, hundreds of comments, and an abundance of shares.
We are especially proud of all the participants, who never cease to demonstrate their commitment and excitement. Often and openly, they talk with each other and us about their personal experiences as well as the special quality of the water that has filtered through countless layers of an inactive volcano.
Sometimes personally, other times emotionally, or once in a while even professionally, the participants share how they managed to relinquish very little all while living a healthier, more active lifestyle.
“The water week was a lot of fun for us. Thanks to the community and the daily Gerolsteiner newsletter, we received a lot of input and inspiration about topics such as drinking, exercise, healthy diet, and overall well-being.”
“I’m especially proud of my mom, who has been drinking coffee on a daily basis for as long as I can remember. I couldn’t imagine her without her coffee and was in disbelief, when she told me she wanted to participate! In comparison to me, she never had a “cheat day” and now reflects positively on the water week.”
Communication Services and Industry Knowledge
For Gerolsteiner, we developed a social media-, influencer- and PR-campaign starting with its initial conception until subsequent execution. And activated sponsoring events. We have provided similar services to brands such as Jägermeister and Converse.
+49 30 34 996 443