Spa Reine: Hockey
Advertising Agency: Duval Guillaume Brussels, Belgium
Creative Directors: Peter Ampe, Katrien Bottez
Art Director: Victor Vegh
Copywriter: Robin Stam
Photographer: Jean-Francois de Witte
Released: July 2009
22 Comments
nice design....but not very creative
tanvir
Mmm...simple
Chief Creative Director Nexus BBDO
aiaiaiaiai.
Thank god for this. I always drop my water.. huh.
Yeah, Super. Finally I can drink bottled water without dropping it. WTF!
The concept of the ad is ok, BUT the idea behind the hole product sucks SO BAD, that why even try to market it well?
GRIPPING advertising. We all want it.
But grip isn't the design feature that should have been communicated here.
The new packaging tries to create more water moments - like sports - besides the regular association with restaurants, gas stations, home use, etc.
However, if a turtle buys a lighter shell it doesn't make it faster. If a bottle has a better grip it doesn't solve my need for refreshment. It makes me a fashion victim. Are you taking my hobbies seriously?
Water is an essential element of the body, underneath the SPA-logo it says by its own words "The Purifying Water". With all the discussion going on about clean sports it would have been a assignment I would have run with. A MISSED opportunity.
Probably went like this:
CLIENT: Hey team, we just put our handy dandy fantastic new water in a sports bottle, so... you know... sports guys can drink it.
DGB: Sure, we'll help you.
CLIENT: See - it has a sports top on it - that makes it a sports drink - you know 'cause you don't have to twist it off.
DGB: Yup - we see that.
CLIENT: And the sides are curved - so you can grip it.
DGB: Even with a hockey glove on?
CLIENT: Exaaaactly.
DGB: Alright - give us a day.
Look - it gets that point across I guess.
Water is a hard sell for true SPORTS guys - those that this ad seems to be talking to. It's pretty easy to just put tap water in a standard sports bottle and about 99% of them already do.
This is an easier sell to Yoga or Pilates people, as the brand speaks better to them, and their expectations from their water is higher.
GMD10's points about reiterating the tag line and using it as a theme are solid. Either the "purifying" water takes you to a place of peace and comfort as you play a dirty game OR you are nonplussed about being bashed about because you are now more "pure" OR your off ice/field/court time is spent frollicking through fields of rabbits and butterflies that flit on your nose (sports guys love that). THEN in every case show the bottle being held by a glove in each scenario - that's your secondary benefit.
With this ad you're just selling the bottle, not what's inside it. Without showing us the benefit of the product, you're only selling the packaging. If you're just selling the packaging, you shouldn't be a product company.
Correct me if I'm wrong, but is selling the bottle. Is going to market with a new bottle. It's a new bottle. A bottle.
Blashyrkh - I get that. Read the post again - it's a missed opportunity to sell the experience the water is supposed to give you. Fine - it's a new bottle... we'll put that in there... but if you're not selling why your PRODUCT is a must-have, why should I give a damn about what it comes in? There are plenty of other "bottles" that will do the job.
We ourselves sometimes don't give a damn about products we work on. IMO this is an average ad which does its work.
Hey - I get that - though it's our job to care ;-)
Also - I acknowledge that the client drives a lot of projects, and there's a lot of behind-the-scenes we never see BUT the best we can do is give input about how WE would have done it differently (to help the creatives by offering another viewpoint), or comment on how perfect an ad is :-)
Cheers!
Was about to tell the same. Thanks for stealing my thunder. LOL.
You raised some good points yourself in the long post.
Long post???? How DAAAAAAARE YOU!!!! ;-)
Thanks to you my keyboard is covered in rice. Eating and getting a joke can be dangerous. Hahaha.
This is something you might probably not know, but it might change your thoughts about this ad. In Belgium this water brand actually runs tv and radio commercials as well as print ads (on very regular basis) in which it plays very clearly on their baseline 'the purifying water'. For this campaign I can imagine very well the brief was to communicate the new bottle design, not its content. It works just fine for the Belgian market, who is pretty aware of SPA's baseline by now...
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@ Blashyrkh
Refreshment in sports is traditionally the market for additionals (Brands that add value to water by mixing it with isotones, dextro sugars and vitamines like Gatorade and Powerade.)
Where does a new bottle replace that value?
It's more like you encourage people to buy your branded bottle and ask them not to care much about the benefits of its content. Because that is replaceable and not worth your money the next time.
I value the ad and how effective it is, I'm not into marketing. Maybe the client wanted to point out the new bottle, so the creatives pointed out the bottle. At least this is what I get from this ad. I don't see any clue in it to promote the water, except the logo.
Don't get me wrong but I'm not "kinda protecting" this ad. First time that I saw these three thought the designer must have saved them from the poor campaign.
You are right. You can defend the ad for doing its job. But you can't defend the agency.
Right.
Buena ejecución pero la idea no es muy fuerte.
Is this ad a piss take? seriously it's a joke right!?
it's show and tell. the line is superfluous.