Focuswater kicks off spring with first TV campaign

The vitamin water Focuswater is launching its first large-scale campaign in spring 2023. With the existing claim "Goodbye calories, hello vitamins," the brand, which has been part of Rivella since 2019, aims to further expand its awareness and consolidate its position.

With the newly produced campaign, Focuswater executives aim to capitalize on and further fuel the brand's momentum in the fast-growing flavored water beverage segment. Alongside Rivella, the vitamin water is the strategic mainstay of the future and, with its concept - lots of vitamins; few calories; refreshingly light taste - corresponds precisely to the needs of an increasingly broad group of buyers. By opting for an awareness campaign with TV as the lead medium, Rivella aims to reach an even broader target group.

The current campaign was developed and produced without a classic creative agency. The implementation for TV commercial and online video advertising was initiated directly with the production company Halsundbeinbruch Film from Zurich. The implementation in the area of OOH and online worked analogously, relying on the agency Burki Scherer. "Time as well as budget were severely limited in this project, which is why we had to find new ways to develop the campaign," says Andreas Egli, responsible brand manager at Focuswater. Despite weather uncertainty during the winter months, it was clear from the start that the shoots would take place in Switzerland. The locations were Zurich, Basel and Walenstadt.

The campaign has been broadcast throughout Switzerland since Monday. A TV spot is planned to kick off the campaign, followed by posters and various placements in online and social media. In line with the brand, the message will be combined with various imagery designed to convey a dynamic and healthy lifestyle full of positive flow.

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