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Pineo
At that point in time when public affairs was commissioned with the PR work. the mineral water Pineo only played an insignificant role on the highly competitive mineral water market. In order to differentiate itself from the very strong competition and to be recognised as a brand by the consumers, the agency recommended that Pineo position itself as THE premium Spanish mineral water and to focus on the core values of highest quality and excellent analysis values-After all, not all waters are equal.
The launch communication had an interlocked information campaign on the topics of “flavour” and “water as the accompaniment to wine” which put the focus on the core values of the product. The newly created theme environment was also used to directly address journalists and convince them through a very emotional presentation of this theme world. The trendy mineral water from Spain stands for the Mediterranean lust for life and is an ideal accompaniment for Tapas. A further focal point of the communication was the topic of wellness and health. The lunar Pineo mineral water promises to have a positive effect on the human body.
Within a very short space of time, Pineo achieved a recognition rate in Germany of over 70 per cent and has moved into the premium league of mineral waters. The turnover has grown from 300,000 to six million bottles per year and the product range has expanded from two to four products. Thanks to the pro-active agenda setting, the German consumer protection association “Stiftung Warentest” now also evaluates the taste of water and gives Pineo its highest rating of “very good”. The bottle, with its delicate blue, has also received a design award.
