In a category where many brands dress their messages in promises of magic, balance, or harmony, Artesia aims to go beyond clichés and chooses to say, simply and directly, what it truly is: water. The new creative concept, “Just Water” comes with a distinct voice: relaxed, honest, and bold. A voice that states exactly what the product is: a high-quality, mountain-sourced, oligomineral water, without artifices, without pretensions, suitable for everyone, at any time of day. Artesia speaks about the normality of simple things and about the natural choice of a trustworthy water, suitable for all.
The campaign aims to show that simplicity itself can be the strongest promise. Artesia is everyday still water, one you can drink whether you are 14 or 80. After sports or while relaxing on the couch. A high-quality, oligomineral water, born in a region renowned for the quality of its waters – Harghita, perfect for all Romanians.
“When it comes to communication in the water category, brands tend to almost always overpromise. We wanted to go back to basics, to be neither more nor less than water. A water that promises exactly what a quality water can promise: it hydrates, quenches thirst, it’s healthy. That’s how the idea of ‘Just Water’ came to life. It’s not just a slogan, but a communication platform that differs from what the category has accustomed us to, through which we treat everyday situations in which Romanians consume water with a touch of humor and self-irony. Because simplicity and authenticity can be more relevant than any exaggerated creative artifice, and with Artesia, that’s exactly what we want to show,” stated Andrei Ropotă, Senior Copywriter, MullenLowe Romania.
The campaign integrates a series of TV commercials inspired by consumers’ everyday moments. Whether it’s rushing to catch a bus, taking time for ourselves, or caring for loved ones, the ads humorously capture authentic situations in which Artesia is naturally present, as an integral part of daily life.
This is a complex, 360° campaign that brings the brand closer to consumers through a balanced mix of channels: TV, digital, digital out-of-home, in-store activations, influencer marketing, and outdoor communication. In addition to the TV spots, messages will be adapted to different audience segments to ensure a coherent and relevant presence throughout the year. Through this approach, Artesia strengthens its position as the everyday natural still mineral water of Romanian consumers. Simple. Natural. Authentic — Artesia. Just Water.
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Teams involved
Team MullenLowe România: Cristiana Belodan – Managing Director; Alex Petrescu – Creative Director; Bianca Dragu – Head of Art; Andrei Ropotă – Senior Copywriter; Simina Leotescu – Strategy Director; Adrian Radu – AV Director; Anca Duță – Group Account Director; Silviu Clinciu – Account Director; Elena Enciu – Senior Account Manager
Team Apemin Tușnad: Mihai Neagu – CEO; Gabriela Ionescu – Marketing & Communication Director; Andreea Lupu – Brand Manager; Istvan Lorincz – Marketing Specialist; Anamaria Matei – Trade Marketing Manager
