Campaign details

Brand: Absolute Distilled Drinking Water
Brand owner: Asia Brewery Inc.
Lead agency: Ogilvy Philippines Inc.
Contributing agencies: Starcom Philippines
Country: Philippines
Industries: Bottled water
Media channels: Content marketing, Online video, Oudoor, out-of-home, Social media, Television
Budget: 1 - 3 million

Executive summary

For generations and generations of Filipino mums, the distilled water category in the Philippines was dominated by a global giant, Wilkins Distilled.

In this campaign, Absolute, a local distilled water brand, shot for the stars and aimed to steal market leadership from this formidable giant.

To do this, Absolute focused on tugging at the heartstrings of modern Filipino mothers in unconventional ways by tackling their biggest fear to date – trusting their kids' unconventional choices.