Not drinking enough water? There's a pill for that

Spa, the Belgian bottled water brand, introduces Placeb'eau

Published On
Jan 25, 2023
SPA placeb'eau campaign art

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Belgian water brand Spa has a new pill that aims to get people to drink more water.

The brand claims that the pill aids digestion, maintains normal bodily and cognitive functions, improves energy levels, regulates body temperature, and promotes liver function.

But the pill's name, Placeb'eau, seems like a red flag. And indeed, it's a gag campaign. It's not the pill itself that's going to magically improve your health—but the water that you drink along with it.

The concept, from agency Happiness Brussels, an FCB alliance, was born to address the lack of daily water consumption among Belgians, capitalizing off the surge in purchases of vitamins and supplements.

Spa released a commercial promoting the new product and how it works. The pill is to be taken eight times a day, with a glass of water. The spot ends with the tagline “Better drinking. Better living.”

The pills are available for free in pharmacies and bio shops across Belgium, via family doctors and on the Spa website.


Jan 25, 2023
Client :
Agency :
Happiness Brussels
Contact :
Mélanie Decelle
Contact :
Séverine Du Champs
Contact :
Zocha Mikolajczyk
Contact :
Marianne Van Lathem
Contact :
Tamara Daumerie
Executive Creative Management :
Karen Corrigan
Chief Creative Officer :
Geoffrey Hantson
Executive Creative Director :
Philippe Fass
Creative Content Director :
Jil Dockx
Creative Content Director :
Lode Vochten
Strategic Director :
Isabelle Koelman
Connectivity Planner :
Marine Vandenplas
Concept Provider :
Isabel Snellen
Concept Provider :
Frederik Clarysse
Content Provider :
Brent Roofthooft
Copywriter :
Stephane Opdenbosch
Copywriter :
Dee Verwaetermeulen
Copywriter :
Elmer Tazartez
Business Director :
Kris Van den Brandt
Account Team :
Stef Cuypers
Account Team :
Emmanuelle Hoet
Account Team :
Yente Janssen
Art Direction :
Iliana Couvez
Head of Design :
Dries Lauwers
Graphic Designer :
Lore Snauwaert
Graphic Designer :
Karel Chanterie
Graphic Designer :
Jonathan Kalifat
Loïc Lenoble
Head of Production :
Bart Vande Maele
Head of Production :
Arthur De Wachter
Head of Motion :
Remke Faber
Motion Designer :
Simon Schuurman
Motion Designer :
Bart Callaerts
Director :
Simon Schuurman
Thomas Ost

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