How Aquafina uses “Padi of Life” campaign to connect with consumers’ emotions
By Oluwaseyi Lawal
The Nigerian table water industry attained a value of $1.15 billion or N900 billion (calculated using retail prices) in 2015. Projections indicate that it will grow significantly to $7.52 billion (N4.5 trillion), with a Compound Annual Growth Rate (CAGR) of 16.89% between 2020 and 2025.
These figures are quite staggering and surpass the value of the beer market, which was valued at $1.99 billion USD or N1.19 trillion (calculated using retail prices) in 2015. It’s predicted to reach its peak at $6.20 billion (N3.2 trillion) by the year 2025.
Thus, when one observes the “water makers” like Aquafina vigorously pursuing stronger footholds in the market, it becomes evident that there’s a motivating factor in their foresight, driving them to undertake substantial investments in shaping public perception.
The Aquafina “Padi of Life” campaign taps into the human desire for companionship and connection. The word “padi” is a Nigerian word that means “friend.” The campaign uses the metaphor of friendship to illustrate the bond between Aquafina and its consumers.
The campaign features a diverse group of celebrities and social media influencers who talk about how Aquafina is their “padi of life.” They share stories about how Aquafina has been there for them through good times and bad, and how it has helped them to stay hydrated and healthy.
The campaign also highlights Aquafina’s commitment to quality and purity. The water is filtered through a seven-step process that removes impurities and ensures that it is safe to drink. Aquafina also partners with local communities to provide clean water to those in need.
The “Padi of Life” campaign is a clever way for Aquafina to connect with its consumers on an emotional level. The campaign taps into the human need for friendship and companionship, and it uses this to position Aquafina as a reliable and trustworthy friend.
Here are some of the ways in which the connection between lifelong friendship and Aquafina’s consumers is used in the campaign:
The campaign uses the word “padi” to create a sense of familiarity and intimacy. Padi is a common word in Nigeria, and it is used to refer to close friends and confidants. This makes Aquafina seem like a more approachable and relatable brand.
The campaign features a diverse group of celebrities and social media influencers who talk about their personal experiences with Aquafina. This helps to build trust and credibility with the audience.
The campaign highlights Aquafina’s commitment to quality and purity. This shows that Aquafina is a brand that cares about the health and well-being of its consumers.
The campaign uses humor and positive imagery to create a fun and upbeat atmosphere. This makes the campaign more engaging and memorable.
Overall, the Aquafina “Padi of Life” campaign is a well-executed campaign that effectively connects the brand with its consumers on an emotional level. The campaign uses the metaphor of friendship to create a sense of familiarity and trust, and it highlights Aquafina’s commitment to quality and purity. As a result, the campaign is likely to resonate with consumers and encourage them to choose Aquafina over other bottled water brands.
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