Create a way to communicate the promo through a direct concept. This came out from the water's formula H²O plus the promo added value 33% free.

H+33O would be repeated twice a year.

The campaign had a teaser and a resolution part: 1. emailing 'Humankind's Greatest Formulas' (Teaser).

2. Einstein wooden box with blackboard and card (Teaser).

3. Newton cardboard box with apple.

4. Optical Crystal, laser-marked with the bottle in 3D and logo of Sierras de Jaen.

5. Thankyou e-card.

The leit motif of the complete campaign was 'Humankind's Greatest Formulas'!

More than 80% of the purchase managers were contacted or received the visit of the Sierras de Jaen salesman.