Eska

Amid growing media attention and debate around the ethics and health of drinking bottled water, how could Eska make a case for yet another bottled brand?

Consumers have become increasingly conscious of what they put into their bodies. Instead of shying away from the debate, Zig decided to present the other side of the equation to leverage interest in the topic.

A series of posters (most prevalent in Quebec, as the Eska source is in Abitibi) posed provocative questions designed to make consumers think about the bottled water debate in a different way.

These unbranded questions drove people to thesourcematters.com and pensezpluseau.com, where they could learn “the truth about water.” The website was designed to be a comprehensive, objective source of information – from the differences between bottled waters and why minerals are important to how different filtration systems work and details on tap water and the environment. The answers drove home the point that Eska is one of the purest, healthiest and best-tasting waters in the world.

Campaign reception mirrored the positive pre-launch research. International media covered the campaign, including the New York Times.