Developing communication for drinking water “Dona” we had a task to present a product as exceptionally healthy and applicable for every-day consumption. Having analyzed the water quality and consumption motives in detail we found out that the product potential is much more than it had been declared. The true value of “Dona” water is that it is healthy for all people without exceptions and at any circumstances. So we came up with a communication idea and some scenarios under a common slogan “For different people – equally healthy”.
Virtually all water producers speak about naturalness and natural properties.
The majority choice is of crucial importance. “Dona” brand has been on the Volgograd market for a long time already and it enjoys deserved popularity.
Many people know about healthy properties of mineral water, but mineral water is a remedial measure which should be used strictly in doses. And “Dona” is drinking water. Recommended daily dose for any person is no less than 1.5 liters a day.
We decided to focus on this fact – absolute and comprehensive health benefit of “Dona” water. Always and for everyone. For absolutely different people. That’s how we came up with the communication slogan.