How can we launch a new water brand that protects its own origins?

Bavaria is commited to water conservation and one of the company's flagship projects is 'miPáramo,' a public-private initiative led by Bavaria to protect the ecosystems where water is originated: The “Paramo” or “High Andean forest”.

To further boost further this commitment, in 2018 Bavaria launched its own water brand: Agua Zalva, and for each bottle of Agua Zalva sold, the company commits to protect 1m2 of high Andean forest.

To launch and communicate this new brand, I was the brand planner that defined the brand strategic positioning, tone of voice and digital comms strategy for the new brand ZALVA. Under the premise that people think their small action don’t really matter, we defined the brand purpose that “Taking even a small action, saves.” (“Actuar, salva.”) Inviting people to save the High Andean Forest, and water itself “Inch by inch”.

Key Results:

• Zalva’s launch achieved +$1M USD donated through our “1 bottle = 1 square meter protected” initiative, surpassing the initial target by 150%.