A Coca-Cola brand mineral water gets rather a strange aqueous treatment in Spain, via the Madrid office of McCann Erickson. Logically enough, "The strategy is to position Aquabona as the leader in mineral waters in the minds of health-conscious consumers," explains head of art Alejandro Mayans. "A water such as Aquabona in fact helps you to live healthier." Maybe so, but aren't these jellyfish brains and the fish heart (see the PDF) a little far out for a mineral water, expecially one from Coke? Were they tested? You bet, says Mayans. "One of the reasons for testing was that we wanted to make sure nobody would freak out with these visuals. Making the creatures beautiful and not repulsive was the biggest challenge. Because the agency and the client believed so much in this idea, we went through many rounds of changes to make sure we were on the right path. Of course, the heart execution is more health-related than the brain and mouth executions, but we wanted to address other issues such as intelligence and good looks." Illustrations by Madrid effects company Miopia, www.miopes.com
, which also handled the TV spots from which these ads are lifted.