Alcalia, new campaign signed by DDB Romania

Newsroom Ads, Creativity

After winning a creative pitch organized by Maspex, DDB Romania launched a new communication approach for Alcalia, premium water brand. Just as the best insights come from pure truths, so did the inspiration for the new campaign that came directly from the product, specifically the depth from which this alkaline water (1200 meters) is extracted from mineral springs. of the Rhodope Mountains, Velingrad. Therefore, inspired by the extraction process, it came naturally for Alcalia to embrace, in the new campaign, this brand statement: Discover the world inside you.

“Together with the DDB team, we are starting the third year of communication for Alcalia, with a campaign that fits perfectly with previous communication attributes and emphasizes the benefits of the product and its differentiators: natural, source, depth, pH. Alcalia addresses courageous people, who are not easily frightened and do not settle for less. People who believe, go further, search deeply, explore and push their limits,” said Alexandra Panait, Beverages Marketing Manager at Maspex Romania.

„The moment we realized that we were talking about a brand that inspires those who never stop searching, discovering and doing that “extra mile”, we realized that the best person to illustrate the new episode of Alcalia is Adrian Nartea, the one who brought the success of the first campaign. This time, however, we put aside the curtain and discover Nartea, authentic, in the role of his life, that of an actor,” said Roxana Țâmpău, Managing Director of DDB Romania.

To become a successful actor, to shine in the spotlight, it takes a lot of training, curiosity, experimentation, the desire to go further and give everything. In other words, “go that extra mile,” just like extracting this premium alkaline water.

The campaign benefits from communication on TV, digital and Social Media and runs from April to May.

The teams that contributed to the campaign consist of:

DDB Romania:

  • Andreea Baltă – Account Director
  • Andreea Boiangiu – Account Manager
  • Karina Condei – Strategic Planner
  • Ștefan Vasilachi – Creative Director
  • Teodor Minea – Sr Art Director
  • Mihai Alexandru Ion – Sr Copywriter
  • Roxana Țâmpău – Managing Director

Maspex Romania:

  • Alexandra Panait – Marketing Manager Beverages
  • Alexandru Cîrmaciu – Senior Brand Manager
  • Raluca Radu – Brand Manager
  • Gabriela Oprea – Junior Brand Manager
  • Alexandru Mihalcea – Junior Brand Manager