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Badoit marketing campaign focuses on fizz and fun

Danone Waters France has recently launched a publicity campaign for the popular French water Badoit which tells a tale of friendship, free expression and good spirits. In fact, the premium sparkling water is being marketed as something so light and bubbly that a group of friends sharing the beverage in a TV advertisement are lifted from the ground into a horizontal dance against the walls of a house.

The storyline for the advertisement focuses on key elements relating to the success of Badoit water such as the water’s traditional place at the table for fine dining, its sought after properties as a light digestive aid and refreshing effervescent taste These elements are combined in the ad showing friends sitting around a large table, enjoying good food, laughter and friendship.

Badoit has created a youthful, fun and vibrant feel to the campaign in tune with its target consumer group of young, affluent adults. The brand owners chose talented young people like New York filmmaker Michele Civetta to direct the ad and popular French singer and comedienne Adrienne Pauly to provide the soundtrack.

The screen marketing campaign has been created with support from the Paris branch of BETC Euro RSCG, the world’s fifth largest advertising agency. The TV ad is running in conjunction with an on pack ‘Have fun with Badoit’ promotion which offers customers the chance to win one of 20 weekend breaks at villas in tourist locations in France so that they can organise their own Badoit style get-togethers. The scheme runs until 30 April 2008.

Badoit recently introduced its water in a 75cl PET bottle format in a green tint and green coloured labelling which is being sold mostly as a multipack of four bottles in retail outlets. For horeca channels, a glass 50cl bottle with a red label was added last year to the existing 1 litre glass format.