Launching the water that protects its source

Bavaria is committed to water conservation, and one of the company’s flagship initiatives is miPáramo—a public-private project led by Bavaria to protect the ecosystems where water originates: the páramo, or High Andean forest.

To further reinforce this commitment, in 2018 Bavaria launched its own water brand: Agua Zalva. For every bottle of Agua Zalva sold, the company commits to protecting one square meter of High Andean forest.

As brand planner, I led the development of Zalva’s strategic positioning, tone of voice, and digital communications strategy.

Starting from the insight that many people believe their small actions don’t really matter, we defined the brand’s purpose around a simple but powerful truth:
“Even the smallest action can save.” (“Actuar, salva.”)
An invitation to help protect the High Andean forest—and water itself—inch by inch.

Key Results:

• Zalva’s launch generated over $1M USD in donations through the “1 bottle = 1 m² protected” initiative, surpassing the original goal by 150%