Cristal is El Salvador’s leading purified water brand, which traditionally targeted housewives, pushing its family-sized bottles. But Cristal was losing touch with younger audiences who were increasingly following trends of well-being and healthy lifestyles. Positioning Cristal as the go-to beverage for younger audiences was the campaign’s main goal.
Give yourself a break
For the campaign slogan, we played on the double meaning of the colloquial phrase "Dame agua," which means give me a break; the phrase also means give me water. It was the perfect play on words for the statement that Cristal wanted to make. It became the big idea behind Cristal.
An oasis in the chaos
The campaign was meant to be a clean space, a sort of oasis in the middle of all the advertising chaos. Messages were crafted for each specific placement: Billboards mentioned traffic jams, TV commercials that played during news segments talked about the excess of bad news, and so on.
The perfect antidote to junk
The campaign spoke to the reader, letting them know that during those stressful micro moments of daily life, you need to give yourself a break. It positioned Cristal water as an antidote to all the stuff that’s thrown at us on a daily basis, in our busy lives.
Cristal made a splash
After the “Date Agua” campaign launch, 82% of active youth segment surveyed expressed a desire to buy. The sales of 300 and 750 ml. bottles grew by 62%, increasing market share. Years later, "Date Agua" continues to be Cristal water's slogan. Cristal won a Silver Effie.