What's in oxygenated water?

Located in the Bavarian Alps, Germany's Adelholzener Alpenquellen is famous for its oxygenated Active O2 water and identifies with its target audience through a close association with extreme sports.

Bill Bruce asks Adelholzener executive director Stefan Hoechter how oxygenated water works, and talks to Alexander Bartel about the marketing behind the product.

Adelholzener Active O2 features 15 times more oxygen and is claimed to 'boost performance'. Please explain how oxygenated water benefits active consumers.

Stefan Hoechter: By enriching each bottle of Active O2 with at least 40mg of natural oxygen, we give the product a particularly refreshing, powerful component. This sensory effect of the natural oxygen has been proven by a scientific study*. Active O2 is a modern alternative to refreshment drinks, particularly those used during sports.

Sport Lemon and Sport Apple feature carbohydrates plus magnesium. How does this combination help with an active person's training routine?

Hoechter: The embedded carbohydrates (sugar) are additional energy suppliers. The magnesium contributes to normal energy-yielding metabolism, normal muscle function, normal process of cell division and normal nerve function.

Actually, our whole Active O2 product portfolio is focused on an active and athletic target group. Active O2 is a trendy product for people on-the-go, featuring a recloseable cap. Our functional Active O2 line consists of three flavours: Apfel Lemon Mg, Kirsch Cassis Ca and Zitrone Nektarine B12.

Our new product Active O2 Zitrone Nektarine B12 'immune system' contains additional vitamin B12. This vitamin contributes to the normal function of the immune system. One bottle contains the recommended daily requirements of vitamin B12. Active O2 Kirsch Cassis Ca 'bone structure' contains calcium. Calcium contributes to the maintenance of normal bones. Active O2 Apfel Lemon Mg 'muscle function' contains additional magnesium. Magnesium contributes to normal muscle function.

Your target audience is very clear from your marketing. Tell us more about the concept of the Active O2 Guides and how the connection with your consumers worked through your website and social networking.

Hoechter: This exclusive project strengthened the connection between Active O2 and its target group by using three talented athletes in ice-climbing, free riding and street running. They were chosen by a jury, the world famous speed climbers Alexander and Thomas Huber. The project was promoted on activeo2.de and Facebook. In addition to that, we advertised the project via a promotion on the Active O2 bottles.

The Birdman Wingsuit advertisement really sums ups Adelholzener's connections to extreme sports. What was the thinking behind the advertisement and how and where was it filmed?

Alexander Bartel: Active O2 is a product that's modern, young and deeply connected to nature, so it needs an extremely modern and spectacular placement.

The spot was filmed at 4,000 meters altitude in the Swiss Eiger Massif. It took the wingsuit flyers Andy West and Dave Balia five days to shoot the Active O2 campaign.

ACTIVE O2 "Making Of Wingsuit" from MARC FLENNERT on Vimeo.

.

What's next for Active O2?

Hoechter: We usually launch new products at the beginning of a new year. Of course, we always reinvent ourselves by thinking in the terms of our target group in order to perceive new trends. We always boost the excitement for our brand by launching fascinating campaigns, creating new flavours and starting new marketing promotions. This of course evokes an emotional charge for our brand within our target group.

• C Lausnitzer, H Küchenhoff, H Goldhammer, O Adam: Organoleptic effects of oxygen in carbonated mineral water; Stuttgart 2004

Interview by Bill Bruce.