AQUAFINA x BRAND BUILDER THELLA FEL ASSASSI

Amidst the cluttered landscape of water brands in Morocco, we decided to set AQUAFINA apart, by embracing a profound insight deeply ingrained in our daily lives.

In a world where everyone is racing against time, chasing after countless distractions, it’s easy to lose sight of what truly matters—ourselves and the people we love, especially in Morocco, where we live in a society where discussions about mental health were are taking their initial steps, we aspired to make AQUAFINA more than just a water brand; we aimed to make it a symbol of self-care.

“Self care and mental health discussions in Morocco are taking baby steps, ironically it is the same country where statistics show that ⅕ people are depressed… we have to create the conversation and introduce / normalize self care and mental health discussions”Abdellah, Creative strategist Brand Builder

The brand’s platform, « ONLY WHAT’S ESSENTIAL, » is not just a catchy slogan but a commitment to both the product and society’s needs. AQUAFINA’s water purification technology reflects this commitment by retaining only the essential minerals our bodies require, leaving the rest behind. The product itself serves as a symbol of the brand’s core message—focusing on what truly matters.

“This is Aquafina’s journey to remind the world of what truly matters in life – ourselves and our loved ones.” Rim, Marketing Director VBM Morocco.

AQUAFINA’s « TAKE CARE OF THE ESSENTIAL » embodies a powerful message about the importance of self-care and balance in our fast-paced lives. It doesn’t advocate slowing down or lowering our ambitions; instead, it encourages us to seek balance, embrace self-care, and concentrate on the things that ground us in the midst of life’s chaos.

“Our ambition was to create this unique vibe around the brand, where it’s no longer just a daily partner for good health, but a meaningful one. Selfcare speaks to everyone at different levels, whatever the age or the social class.”

The digital film, « TAKE CARE OF THE ESSENTIAL, » struck a chord with its audience, with more than 4,7M views englobing 1,8M watching the movie from A to Z!

Also, the brand is now the N°1 engaging water brand on social media in Morocco!

“Aquafina’s content offers a pause amidst the chaos of social media, every content will be offering meaningful motivational selfcare moments, to get you going more positively through your day.” Taha, Social media manager Brand Builder

AQUAFINA’s journey is more than just a campaign, it’s no longer just another water brand, it’s a purposeful brand, with a platform that drives both sales and engagement.

And with that, we said the essential and nothing more!

Take care of it!