San Benedetto water is known for its natural and tapped at the surface in ancient times, is now drawn from 1,000 feet below ground to ensure that all its original features are unchanged, and unadulterated; the water trickles to its source from the Dolomites glaciers.

 

To bring across the idea of the water's origin and how it lies at the bottom untouched so as to preserved its purest form, we "buried" the bottle with the dinosaur fossils. As water represents life, we mentioned that it's the only thing that survived in the ice-age. Making the brand desirable with abit of humour. We pushed the idea further by creating an "ice-block" lightbox for its outdoor media which created an increase of 15% traffic for the launch of its brand. The idea was also applied to supermarket shelf talkers and in-store posters.