Archers Aqua was being perceived as being too sweet and we were asked to advertise the new improved product and packaging. The challenge was to communicate to the female target market that Archers Aqua is "not as sweet as you think".
The above-the-line campaign was also supported by a competition, a micro site, online advertising and a radio campaign. The competition and the radio campaign was designed to drive the target market to our website. The website gave tips on how to become less girly and more sophisticated. The competition gave you the chance to win a professional makeover in .