The main objective of this campaign is to reinforce the main qualities of the brand, such as origin and health, strengthening links with the consumer and transmitting these qualities in a manner of different creative means. We keep the slogan “Yes de Asturies, Yes de Cuevas”, which is slowly becoming fixed in the Asturian consumer’s mind and that consolidates the memory of the brand.
To meet these objectives, our strategy has been to choose well-known Asturians, that offer credibility and make Agua de Cuevas close. Luján Argüelles, TV presenter, and Roberto Álvarez, film and theatre actor, have been the chosen celebrities on this occasion. The presenter, who is pregnant, represents health, one of the most important characteristics of Agua de Cuevas, and reinforces our positioning as a perfect water with which to prepare children’s food.
With the intention of also increasing the notoriety of Agua de Cuevas in Asturias we are launching this new publicity campaign, which will run from Monday 1 June until 31 July in outdoor urban publicity supports in the three main cities in Asturias: Oviedo, Gijón and Avilés, on urban and intercity buses and street signs, as well as with publicity in newspapers and inserts in the magazines closest to our target consumer (Hola, Lecturas and Semana).
To boost one of the main characteristics of the brand, origin, this year we will also be present in some of the media to coincide with some important events in Asturias such as Día de Asturias (Asturias Day) and the Descent of the River Sella, maintaining continuity in our campaign.