Hépar: #InMyFamilyWeSay

French mineral water brand Hépar increased sales by building a campaign around the phrases French families use to describe going to the toilet.

Campaign details

Brand: HéparBrand owner: Nestlé WatersLead agency: MarcelContributing agencies: Collins & Cooper, ProdigiousCountry: FranceIndustries: Bottled watersMedia channels: Online video, Public relations, Social media, Word of mouth, advocacy

Executive summary

Hépar is a small water brand with a limited budget. Over the last few years, it became famous for its effectiveness against constipation, which enabled the brand to grow and reach a significant market share (5.5% share in volume and 8.6% share in value).

This sudden fame created a new problem, as having a bottle of Hépar on...

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