ANNA MARIA TORTORICI MONTAPERTO
ELLE EAU- WATER FOR HER
This project has been the first realised for our PR Campaign unit. We were asked to pitch for the launch of a new brand of water. The clients, a couple who discovered a lake of pure water in their land wanted to bottle and sell it. The groups were asked to came up with creative ideas for the whole product : name,bottling,branding,target audience, marketing campaign, launch event, advertisements and other PR activities.
As the creative person within my team - I came up with the core business idea. After conducting marketing research I found what I realised to be the key piece of information to structure the project: the majority of people in the UK drink tap water. This information, in turn, led me to wonder what reasons would prompt someone to abandon tap water and, above all, to choose a new brand and start paying for bottled water. The only sensible answer that popped into my mind was: “because they need it”. I wanted to launch something innovative that will be the first choice for a narrowly targeted audience, pregnant women. After doing some specific medical research I found out that some natural elements in water are beneficial for pregnant women while some others should be avoid. Hence, the core idea became to produce bottled water which would supply the perfect mix of ingredients for women expecting children.
After coming up with the core idea, the red thread, the different parts of the campaign followed smoothly. We decided to call the water "Elle Eau" which means "She waters" and which pronounced sounds like "Hello", a welcome to the future new born. My team also put me in charge of the design of the logo, the bottle and the posters (all displayed on the left). Through the posters our team wanted to highlight the women's journey throughout their pregnancy to channel across the idea that Elle Eau is the drink that will be with them throughout their unique experience. Therefore, the dominant colours are baby blue and pink in order to represents both male and female babies. Given the importance of the packaging of the water, I decided to give to the bottle a water drop shape to express the plumpness of a pregnant belly while giving the bottle a sophisticated and fancy look.
For what concerned the bottling of the water, I decided to give to the bottle a drop shape. I thought that this shape would express the plumpness of a pregnant belly. Moreover the design wanted to give to the bottle a sophisticated and fancy look.