Beverage/ Consumer Goods Advertising Campaign. Effie Award Winner. Erika Saca. Ogilvy

Cristal

Goodbye housewives, hello young dudes.

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.

Cristal won a Silver Effie

 

We need a break from all the stuff that fills our busy days. 

Cristal 

 
  High-traffic zone Billboard:  You endure 720 traffic jams a year. Take a break.

High-traffic zone Billboard: You endure 720 traffic jams a year. Take a break.

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  Newspaper ad:  There's 10 new headlines every minute. Take a break.

Newspaper ad: There's 10 new headlines every minute. Take a break.

  Café sign:  On dieting days, you'll come across 100 food ads. Take a break. 

Café sign: On dieting days, you'll come across 100 food ads. Take a break. 

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  Menu board:  You have 30 minutes to finish your lunch. Take a break. 

Menu board: You have 30 minutes to finish your lunch. Take a break.