In three nationally broadcast radio spots, the voice of Irina Scholz, well-known through advertising, speaks right from the soul of the fair sex. Women should only think about one thing – health, well-being, beauty and achievement. And if a woman doesn’t have time to think about this because of daily stress, then her water will think about it for her. Naturally only the mineral water from Staatlich Fachingen, Ms. Scholz tells us.
How radio turned a mineral water legend into a wellness classic.
Advertising for mineral water in the radio? Does that work? For the Fachingen Heilund Mineralbrunnen GmbH and SCHWIND, the positive aspects of radio advertising were clear. Although the radio cannot replace the effect of TV spots, it releases pinpointed emotions just like TV and leaves plenty of room for the imagination. Due to the wide-reaching strength of the medium, it can spread market messages very quickly and clearly impart the content. And the
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message is clear: Fachingen Heil- und Mineralbrunnen GmbH, the company that has been providing Europe with Germany’s oldest wellness-water since 1742, wants to prove with the new brand “Medium” that tradition is still the best prerequisite, even in an increasingly competitive market, to give back the attitude towards life to the younger mineral water drinkers. The healthy water from the Lahn, one of the leading consumer brands on the national drink market, has been carried away by the Wachtberger’s concept for the umbrella brand campaign “My Water Thinks…” We fi rst started with a big media campaign on national radio stations as well as supporting measures at the point of sales.