Bucharest, October 18, 2023
Who said routine has to be boring? In a hectic world where routine seems negative and is often associated with monotony, MullenLowe Romania and Apemin Tușnad choose to break the mold and offer a completely different perspective. The new communication platform launched through the campaign “Artesia and Tușnad – Water from your comfort zone” encourages people to love their routine and see it as a sign of balance and physical and mental health in the chaos of daily life.
The campaign “Artesia and Tușnad – Water from your comfort zone” unfolds across all channels, from TV and digital to trade and street advertising. The message is reflected in every aspect of daily life, and the TVC portrays the routine and dynamics of a typical week in the life of a modern family. The water varieties Artesia and Tușnad are part of the story and support the way the characters’ personalities are built. Thus, carbonated water reflects dynamism and energy, portraying the effervescent routine, while still water illustrates the moments of relaxation and tranquility of the characters, i.e., the flat routine.
For those wondering why they should embrace their routine, the message is clear: “Effervescent or flat, love your routine! It subtly tells you pure health.” The consumption of natural mineral water Artesia (still) and Tușnad (in two carbonated versions) is part of the daily routine and it brings health through its benefits.
“At Apemin Tușnad, we strongly believe in the benefits of daily routines and their power to bring stability, health, and balance to everyone’s life. With our varieties of natural mineral water, Artesia and Tușnad, we aim to offer a quality experience every day, so people can turn their routine into a ritual of well-being. We encourage everyone to enjoy their routine and the benefits of natural mineral water, and we are happy to have a creative partner who has brought our new communication platform to life,” said Gabriela Ionescu, Marketing & Communication Director, Apemin Tușnad.
“It is given: a brief for a water campaign, for two different brands (one carbonated, the other still), and a super client. It is required: positioning, image, focus on urban and natural. What we did: first, we placed the two brands directly on the green grass in the city. Metaphorically speaking. Then we observed how people consume them: daily, instinctively, while going about their business, as usual. There you have the positioning: clean and healthy water that makes you feel comfortable every day. And, since the comfort/natural of some means a more hectic life, and for others, a quieter one, the two types of water fit perfectly. What we want: to redefine the concept of routine, following the example of the water we drink daily, instinctively, and out of necessity. In other words: if you occasionally exercise, it doesn’t mean you’re stepping out of your comfort zone, but rather adding a new, healthy habit to your daily routine. I won’t step out of my comfort zone even if I say we enjoyed rhyming because we’re talking about the rhythm of days. And we enjoyed collaborating with our new client. We want more, we’ll do more,” said Andreea Golban, Head of Copy, MullenLowe Romania.
Designed with the help of multi-channel creative solutions based on data analysis and relevant insights, the campaign addresses the concept of living in harmony with one’s own routine. Whether it’s an energy boost or a moment of relaxation, the varieties of natural mineral water are suitable for every type of routine, contributing to a stable and healthy lifestyle.
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The teams that created the campaign:
Apemin Tușnad: Gabriela Ionescu – Marketing & Communication Director, Lőrincz István – Brand Manager
MullenLowe Romania: Silviu Antohe – Executive Creative Director, Andreea Golban – Head of Copy, Dan Dragăn – Senior Art Director, George Liloiu – Senior Art Director, Adrian Radu – AV Director, Andra Panaitescu – Client Service Director, Anca Duță – Account Director, Silviu Clinciu – Senior Account Manager, Cristi Lupu – Senior Account Executive.
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About MullenLowe Romania
For 30 years in Romania, MullenLowe is an integrated marketing and communication agency that aims to maintain its entrepreneurial creativity mindset and dynamic spirit. The agency positions itself as a challenger to the traditional creative process and adopts a working model based on integration, as well as a holistic perspective on communication.
The creative product signed by MullenLowe Romania is conceived rather as business solution than just customer communication, through creative thinking, media innovation and a customer journey that differentiates its clients on their highly competitive markets.
Owned by the American Group IPG (Interpublic Group), MullenLowe is one of the largest communication networks globally, with over 90 agencies in America, EMEA and APAC, one of the Interpublic Group of Companies. In Romania, the agency is part of the Lowe Group, one of the most important communication groups on the market.
For more information, please visit romania.mullenlowe.com, MullenLowe Romania Facebook page or MullenLowe Romania LinkedIn page.
About Apemin Tușnad
Apemin Tușnad is one of the largest companies on the mineral water market in Romania. Its portfolio includes the brands Tușnad, Artesia and Izvorul Ascuns.
The Tușnad natural mineral water bottling plant was built in 1973, in Tușnadu Nou, and the production unit started operating a year later. Tușnad natural mineral water is extracted from a natural, volcanic area, in the Ciucul Inferior basin, being rich in minerals essential to body health and well-being.