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.
Surreal Liquid Flavor Ads
The Exito Agua Campaign Promotes Seven Layer Protective Bottles
Trend Themes
1. Protective Packaging - Opportunity to innovate in creating multi-layered packaging solutions to maintain the flavor and quality of stored products.
2. Food and Beverage Safety - Potential for disruptive innovations that address consumer concerns about food and beverage contamination and preservation.
3. Consumer Sensitivity - An opportunity to develop products or services that cater to consumer sensitivities, such as taste and odor concerns.
Industry Implications
1. Packaging - Innovations in packaging materials and techniques can revolutionize food and beverage storage and preservation.
2. Food and Beverage - The industry can explore innovative ways to maintain the quality and taste of products, addressing consumer concerns about stored items.
3. Advertising and Marketing - Opportunities for creative agencies to develop campaigns that target consumer sensitivities and offer solutions for food and beverage preservation.