With References to Hillary and the Trump Wall, Water Brand Campaign May Win Over Democrats

Spots From Icelandic Glacial Take Progressive Tone

Published On
Jul 20, 2016

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Just in time for next week's Democratic convention, a bottled water brand from Iceland is out with ads that progressives are sure to love.

Icelandic Glacial seems to plug Hillary Clinton in one spot by reminding Americans that when it comes to electing female presidents, the Nordic nation was way ahead of the curve. Another ad appears to take a subtle jab at Donald Trump and his call for building a wall between the U.S. and Mexico. "In Iceland, the only walls we see tend to be glacial in nature," the spot declares, adding that "then again, us Icelanders are considered to be among the friendliest people in the world." Print ads also continue the election theme.

The kicker for all reads: "Hmm, it must be something in the water."

Do the ads mean the imported brand is positioning itself to be the bottled water for Democrats? Not exactly, said Ali Whitaker, Icelandic's marketing manager."We definitely are not out to upset anyone on the right by any means," she said. "We are definitely not out to ruffle anyone's feathers. I know it might look that way a little bit but we really wanted to just kind of have fun with it."

The agency behind the campaign is Bush Renz of Miami, which recently started working for the brand. Ads will run online and get paid digital support. "After researching Icelanders for only a short time for the brand, we quickly realized that there is something going on in Iceland. Icelanders live the longest, are voted the happiest and safest, have the highest literacy rates, they elected the world's first woman president, and the list goes on. Immediately we thought, 'Wow, there must be something in the water over there,'" Gerard Bush, the shop's chief creative director, said in a statement.

Iceland elected Vigdís Finnbogadóttir president in 1980 when she became the first woman in the world elected as head of state in a national election, according to Encyclopedia Britannica.

The brand also plans to hand samples out next week outside of the Democratic convention in Philadelphia, including to protesters. But the brand won't discriminate -- the water will be available to everyone, no matter what cause they are supporting. "We want to bring the cheer. We want to bring the good feel from Iceland," Ms. Whitaker said.

The campaign's progressive tone will be extended with other social media messages. One planned post notes that Iceland's Johanna Siguroardottir in 2009 became the first openly LGBT person to head a national government. But other messages are more trivial, like a planned post noting that Icelanders have won eight World's Strongest Man titles.

"We are really just attempting to convey the brand's superlative Icelandic roots," Ms. Whitaker said.

Read the more about Icelandic Glacial's election-themed efforts on Adage.com.


Jul 20, 2016
Bush Renz-Miami
Marketing Manager:
Ali Whitaker
Creative Director:
Gerard Bush
Creative Director:
Christopher Renz

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