New to Danone Water’s portfolio, the Infinity Electrolyte Water ‘Feed Your Mind’ campaign launches today and runs through September.
The agency has devised a social media strategy to help drive brand awareness, promote key product messaging and amplify the drinks positioning in the market, which is targeting the urban professionals – the ‘always on’ generation who are aspirational and have high achievement goals.
“In today’s fast-paced, always-on society, we are increasingly aware of the need to disconnect and take some time. We want Infinity to be there in those moments, not only as a source of refreshment but also to support the mind*”, Brand Manager, Anita Cheng says.
A combination of video content has been created for social channels, promoting the benefits and functionality (lifestyle/wellbeing) of the Infinity Electrolyte Water. Communicating how the electrolyte water feeds the mind: each bottle contains 15% of adults daily recommended intake of Zinc, an important mineral which contributes to normal cognitive function.
Speaking about the work, Michael Scantlebury, Creative Director & Founder said: ‘This is a great campaign to work on because of the technology involved in the product development. We had to communicate the benefits of the drink in a meaningful way, which is a challenge with a new product to market. You have to educate consumers on how to use it and the benefits of consumption. We have devised an impactful campaign which ticks those boxes’
Tom Hickton, Head of Local Brands at Danone Waters commented: “It’s been a pleasure to partner with Impero to launch Infinity – they have created a highly disruptive social campaign that leverages the unique look and feel of the Infinity brand which will really let consumers know we have arrived!”