about aga
The well-established Swedish industrial brand AGA is today owned by the German Linde Group which produces and distributes industrial gases. In the fall of 2007 AGA decided to enter the consumer market with its own product - carbonated table water. The return of the SodaStream had been noted, as well as a strong market trend for mineral water in stores. It seemed like there was room for one more market player.
The task for F&B consisted of creating interest and awareness for AGA's two consumer solutions – both a freestanding carbonation unit and a built-in option. Only AGA could boast of a built-in option, so that was chosen to drive the advertising. We gave AGA's concept the name "Sparkling Water -Powered by AGA."
Just before the launch in the spring of 2007 miles of column inches in the media were devoted to the topic of bottled table water and its negative environmental effects. We decided to just accept the good timing, and put our focus on presenting a smart and attractive solution in the ads.
The result after hardly a year was that AGA grabbed 30 percent of the market in Sweden, and more markets await.
During the spring of 2008 step two in the campaign coincides with the battle against bottled water becoming even more prominent...