We decided not to position Liebenzeller water as a simple mineral water for the promotion, but as a wellness and diet drink. And to use the bottle itself as the advertising space. To be more precise, the inside of the bottle label. We used the natural magnifying-glass effect of a filled water bottle to draw the attention of Bad Liebenzeller drinkers to the natural slimming effect of their water. 100,000 bottles of Bad Liebenzeller had the label printed on them and made their way into households via the normal trade channels.

The promotion points out in a surprising way a product benefit that customers seldom think about. In addition, using the bottle label as advertising space offers the opportunity for the message to reach large numbers people (in this case 100,000) with a minimal budget.

The advertising message was printed on 100,000 bottles and found its way into households via the normal trade channels. Unfortunately there is no data about increased sales on the part of the customers yet. However there were numerous positive responses from users about the campaign.