Branding firm Burns Group, in partnership with major beer company FIFCO USA, has introduced a national campaign for Pura Still: the first spiked still water. To introduce Pura Still, Burns Group chose a witty approach: “Anything but Flat” features Pura Still’s main point of difference: no bubbles. The integrated campaign includes instore, digital, social, out-of-home and video, and demonstrates how Pura Still delivers all the benefits of the alcoholic water category plus a brand new one, the absence of “annoying carbonated bubbles.” Key visuals feature hero shots of the product. The launch also includes a partnership with professional soccer player Carli Lloyd, a consumer sweepstakes, and a trip to the FIFA Women World’s Cup.
“This project required us to combine all of the Burns Group’s expertise into one, as we helped Pura Still establish its brand, a campaign and a new category,” said Joanne McKinney, CEO of Burns Group. “By highlighting the brand’s anything-but-flat personality the campaign gets consumers excited about a whole new drink category.” Adds Executive Creative Director Nicole Lucey: “We wanted to show that Pura may be Still – but it’s the opposite of flat. The Anything But Flat campaign is not just talking about the drink but also about who drinks it. With the absence of bubbles nothing can hold you back.”
In addition to Lucey, agency creative credits include: Sarah Ratinetz, Associate Creative Director; Tim Glebocki, Copywriter; Emily Stern, Group Account Director; Hilary Bergman, Account Supervisor; and Chamie Baldwin, Head of Strategy. Production credit goes to Alanda Fellows, Director of Integrated Production.