| Title | The Purity Test |
| Agency | Cohn&Jansen JWT |
| Campaign | The Purity Test |
| Advertiser | Valvis Holding |
| Brand | Aqua Carpatica |
| Date of First Broadcast/Publication | 2016 / 2 |
| Business Sector | Beverages |
| Tagline | The Purity Test |
| Story | Nitrates are an invisible threat in the water we drink, caused by intensive farming which uses tons of chemical fertilizers.To show the level of Nitrates in the drinking water, the water brand Aqua Carpatica created The Purity Test. This is a little paper strip which tells the Nitrate content when dipped in water.In online, users were encouraged to take the cause even further: test the water they drank – whether lake water, tap or spring water – and then share the results on the Nitrate map, for everyone to see. |
| Philosophy | We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water. 600.000 tests were made available to consumers through sampling events in retail chains, within national events or as magazine inserts.In online, we encouraged users to take the cause even further: after testing the water they drank – whether lake water, tap or spring water - they could upload their results and share them with other users. Aqua Carpatica was a challenger brand with a strong differentiator. It stood out as the purest water on the market due to its lowest level of Nitrates.Romania is number 1 in Europe when it comes to nitrate pollution, caused by extensive farming in a country that was mostly rural. |
| Problem | Aqua Carpatica was a challenger brand with a strong differentiator. It stood out as the purest water on the market due to its lowest level of Nitrates.Romania is number 1 in Europe when it comes to nitrate pollution, caused by extensive farming in a country that was mostly rural. |
| Result | Aqua Carpatica changed the way people looked at their drinking water, whether it was bottled or tap water, water from wells or from the local rivers.TV Stars, actors, journalists, athletes and more than 100 bloggers joined the campaign and started a national conversation on Nitrates.The Facebook page reached one million fans during the campaign and Aqua Carpatica had the largest ever sales increase for a water brand and went from #4 to #2 in the category. |
| Media Type | Direct Marketing |
| Length | |
| Deputy Executive Creative Director | Alex Negoescu |
| Creative Director | Andrei Cohn |
| Account Director | Arina Stoenica |
| Client Services Director | Ina Simion |
| Client Services Director | Ruxandra Savulescu |
| Head of Digital | Monica Radulescu |
| Strategic Planner | Raluca Iacob |
| Web Project Manager | Raluca Diaconu |
| Designer | Cosmin Nicola |
| Account Executive | Oana McGinley |