Morshynska with Juice
ad campaign
Morshynska has led the water market for over 15 years.
It’s also a trendsetter and innovator.
The company never stands still, always comes up with something new and challenges itself.
It’s also a trendsetter and innovator.
The company never stands still, always comes up with something new and challenges itself.
This time Morshynska decided to take on the flavored water market. In Ukraine it was underdeveloped. And the new products were meant to change that:
Morshynska with juice
and Morshynska with flavor
We had to announce these products in a juicy, bright and fresh way.
We started with the basics: analysis, research and looking for answers. That’s how we found that the real rival is sugary soda, which most people still choose.
So here’s the question:
So here’s the question:
Why do people drink sugary drinks and not just water?
There turned out to be plenty of answers.
And they all came down to one simple thought: people tend to choose taste over benefit. Or, to be more precise, plain water is boring!
We took this insight and set out to prove that with Morshynska you don’t have to choose between taste and benefit. It combines the best of both worlds. Healthy and fun to drink.
And we turned that innovation into the slogan.
And we turned that innovation into the slogan.
Morshynska: flip what you know
about water
We decided to flip things both visually and literally.
So we made a video where gravity doesn’t work, the world is upside down, and healthy water turns out to be tasty too.
So we made a video where gravity doesn’t work, the world is upside down, and healthy water turns out to be tasty too.
And we did it not only in the video, but on the streets, in stores and in the metro.
In the end, the campaign really did flip what people think about water.
The brand beat its sales plan and took a third of the flavored water market. Morshynska made the whole category more popular and became the real driver of the segment.
The brand beat its sales plan and took a third of the flavored water market. Morshynska made the whole category more popular and became the real driver of the segment.
