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Aquarius | Social innovation with an attitude

↗ Social impact

The Aquarius brand, part of The Coca-Cola Company, has evolved from being an isotonic beverage for athletes to securing a prominent position among a vibrant and highly social audience. This transformation presents a unique opportunity to explore new narratives focused on social impact for the brand.

Aquarius Social Innovation
The Coca-Cola Company
  • Social impact
  • Business growth
  • Innovation
  • Business strategy
  • New narratives

Challenge: Bringing Aquarius' "enthusiasm" to new territories

Most brand messages, whether through marketing campaigns or impactful initiatives, revolve around the concept of "Revitalizing people's enthusiasm". They seek to uncover the human motivations behind pursuing desires at any moment of the day. This sense of capability and readiness is closely aligned with the product, resonating particularly well in specific contexts and with targeted audiences. In this project, we identified and mapped out these opportunity contexts.

Solution: Aquarius's strategic position in the new rural landscape

At dot., we undertook a strategic marketing process alongside the team responsible for Aquarius at The Coca-Cola Company to explore opportunities within an increasingly prevalent reality known as the new rurality. This context has faced demographic decline, which has misleadingly colored the rural narrative as an environment lacking in potential.

Aquarius, which had already engaged in successful campaigns like “Adopt a Village,” sought to continue highlighting the ingredients of freedom, community and vocation that paradoxically remain aspirational and sought after in urban settings.

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From this analysis, dot. in collaboration with Aquarius, developed impactful messages and actions related to:

→ Establishing a new rural identity centered on personal and professional self-fulfillment.

→ Revaluing rural and communal lifestyles.

→ Drawing inspiration from cases of repopulation or new life projects linked to rural areas.

→ Stimulating new entrepreneurial and creative opportunities based on the rural context.

Thus, a new line of action emerged, aimed at connecting people who need villages with villages that need people.