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The Exito Agua campaign may be disturbing on more than one level, but it mainly targets the sensitivity many people have when it comes to water stored in the fridge. Without the right amount of protection, this water can come out tasting like whatever it was sharing that chilly space with. Whether that is raw meat, green onions or salmon, the flavors are not often pleasing.

Conceived and executed by Sancho BBDO, an ad agency based in Bogotá, Colombia, the Exito Agua campaign reads, “Now in a new bottle with 7 layers to protect the flavor of the water in your fridge.” It was art directed by Andrés Marantá and Edwin Pineda with illustrations by Platinum FMD.