Aquafina, America's best-selling brand of bottled water, has a new advertising campaign. It's about nothing, really.
The new ads celebrate moments when "nothing" is the exact something peopleneed. Featuring the unmistakable voice and quirky intonations of actress LisaKudrow, the pointedly lighthearted campaign stresses purity as Aquafina'soverriding asset--and the key reason people buy and consume bottled water.
The payoff: "Aquafina. So pure, we promise nothing."
Breaking this week, the first three of five new TV spots show nothing butinviting images of Aquafina on a pristine background. Kudrow playfullydescribes a series of occasions when people are "thirsting for something to make you, like, not thirsty," or when the desired refreshment offers "no fizz, no flavor, no fruit, no ... little umbrellas."
"Aquafina's new advertising emphasizes exactly what consumers have been telling us they want from bottled water - a consistently pure, crisp, refreshing experience -- and nothing else," said Dawn Hudson, Pepsi-Cola Co.'s senior vice president of strategy and marketing. "Lisa Kudrow's broad appeal and fun-loving, easy-going personality are ideally suited for communicating that sometimes the most satisfying something is 'nothing' at all."
Co-starring on the hit TV sitcom, "Friends," and in such motion pictures as "Analyze This" and the upcoming "Marci X," Kudrow has an especially strong following among young active adults -- Aquafina's target audience. Marking its first work for Aquafina, Foote, Cone and Belding of Chicago created the new campaign, which also includes radio and outdoor ads.