| Story | For World Water Day, Ferrarelle presents an important project of environmental responsibility, which has always been a priority of the brand, choosing children as the target for a simple and direct message that is also brought to the attention of everyone: water is a precious resource that must be respected. This message is transmitted through the pen of Emiliano Ponzi, one of the most sophisticated illustrators of his generation. “D'acquà a là, un viaggio nella parte blu del Pianeta”, is the illustrated book that is Ferrarelle's contribution to celebrate this day. The book is entirely colored except for the parts that indicate water. It presents images of all those virtuous, water- saving behaviors that we can all put to practice in our daily lives. The book comes with a light blue felt tip pen, which has a limited amount of color – just like the water on our planet – and is insufficient for coloring all the white parts of the book. When the pen runs dry and no color remains, the child will reflect upon and be more aware of using water wisely. “The environmental theme has always been of fundamental importance for our company, which adopts precise sustainability policies each day, in the awareness that we must be grateful to Mother Nature, without which Ferrarelle and its unique natural effervescence would never exist. Precisely for this reason, we are obligated to send a message that makes us reflect on the wise use of such a precious resource," says Michele Pontecorvo Ricciardi, Communication and CSR Manager of the company. “Awareness projects like this one are elements of value that the company can add to the water it bottles, which is a precious and perfect gift of nature." To promote and publicize this project, a web video was created by Havas Worldwide Milan, under the creative direction of Laura Trovalusci and Dario Villa and the supervision of Art Director Giovanni Porro, with talented director Luca Lucini, and The Family S.r.l. production house, whose cameras filmed a first grade class chosen to experience the book directly. During a normal school day, the children – students of the Vittorio Colonna Institute of Milan – and their teacher played with D’acquà a là, discovering the value of water and respect for this limited natural resource. The clip is published on social networks of the brand and promoted by the hashtag #ferrarellewaterday to become viral marketing content. With this tribute to water for the World Water Day that Unesco established for this precious resource, Ferrarelle gives a tangible new sign of its commitment for the respect and protection of its natural resource and indication of the fundamental importance that sustainability has among corporate and brand values. Ferrarelle has state-of-the-art bottling lines that make it possible to reduce the amount of energy used in the production cycle. It has a large photovoltaic system that in part supplies energy to the Riardo plant and in part goes to the surrounding area. It recycles more than 90% of its production scraps and, through filtering processes, it also recycles the water used to wash the glass bottles returned from the market to be able to reuse them several times before final disposal. It launched with FAI – Fondo Ambiente Italiano, which is a sponsor of the park, a naturalistic and architectural development project that respects the eco-system at Parco Sorgenti of Riardo. It will be the first company of its sector to produce R-PET which comes from bottles deriving from differentiated garbage collection, with which it will make new preforms that end up as bottles. Above all, to continue to preserve the quality of its mineral water, the beneficial properties of which have been recognized since ancient times, Ferrarelle carefully and precisely manages the water tables, making weekly tests to analyze the water underground, monitor the overall hydro- geological balance, and use the natural resources rich in carbon dioxide without waste. These activities not only protect the water table, but also preserve the balance between mineral salts and natural effervescence, which are indispensable for preserving this extraordinary resource for future generations. Choosing children – tomorrow's citizens – as the target for this message about the importance of water in celebration of World Water Day, Ferrarelle also dedicates to them the new Ferrarelle Mini, a 25 cl format which is the smallest of the range and was designed for kids who thirst to grow up. |