Campaign
Swiss Water Process
When less is more but nobody knows.
The vast majority of decaf is made with methylene chloride which the EPA banned for use in paint thinners. And yet, Swiss Water is an organic, chemical-free method for removing caffeine—but nobody knows. How could we help Swiss Water make a name for itself?
The answer was to focus on what it’s not: Swiss.
- Advertising
- Video
- Television
- Connected TV
What We Did
Swiss Water is actually Canadian.
Job one of any ad is to help consumers remember the name. So we decided to focus on one of the most confusing, yet irrelevant aspects of the brand: Swiss Water is in fact, Canadian. Job two was to get them to remember that we decaffeinate coffee. Job three: we’re chemical free.
Awareness shot up 54%.
The video ads ran on YouTube, Meta and as high impact display units and boosted awareness across the board. For our primary demographic of 25-34 year-olds we saw a lift of 54%. Gen X was close behind at 45% and Gen Z (our secondary target) was up a whopping 165%. They did so well, we ended up running three sets of ads over 5 years.
