The Secret of the Henniez Forest

26 JUN 2009

New campaign for Switzerland’s leading mineral water

Henniez is the only mineral water in Switzerland that comes from a natural spring nestled in quiet, secluded woodland, protected by more than 70,000 trees. It’s crystal clear that this unique water has an invigorating and refreshing effect, and that has been true for many generations, since 1905 to be exact. Today Henniez, gentle and refined, is the market leader in a sector where the vast majority of waters come from springs located on steep, rocky mountains.

In focus groups Swiss men and women spontaneously recreated the tree of life in collage form. The “Pure Life” platform evolved from this as part of the strategy process and based on consumer insights. The idea that drinking Henniez is just as invigorating as a walk in the forest became the central theme. The creative concept celebrates the vitality in the forest through the medium of dance.

Step by step, the creative team from Saatchi & Saatchi has quite literally invited everyone to dance in the Henniez forest through the briefest of TV ads as teasers to whet the appetite. Plus, there’s a cross-media campaign in 20 Minuten offline and online, which happily way exceeded the ambitious targets in terms of ad impressions right from the start. Classic advertising media including posters, cinema and TV will be available in the next few days and other promotions are set to follow.

Representatives at Henniez: Pierre Heyd (Head of Marketing), Geraldine Cart (Senior Brand Manager), Marco Brienza (Brand Manager).

Representatives at Saatchi & Saatchi: Philippe Meyer, Leyla Rosatti, Alma Gudzevic (Consultancy), Pascal Schaub (Strategy), Philippe Schwaar (Creative Direction), Nicolas Poulain (Art Direction), Jean-Michel Larsen (Text), Lamar Hawkins (TV production), Tania Retchisky (Art Buying).