AGUA PLUS LAUNCHES MULTI-MILLION DOLLAR PRODUCT AWARENESS CAMPAIGN
MAY 3, 2023 – Agua Plus is pleased to announce the commencement of an extensive and highly targeted product awareness campaign that will serve to increase awareness of Agua Plus alkaline water and its unique All-Scratch!® technology. The multi-faceted campaign will focus primarily on regions of current and near-term product distribution that are served by the Company’s growing list of DSD partners. As the Company steadily expands upon its distribution partnerships, the campaign will continue to replicate in those additional markets. The primary focus is thorough saturation of active distribution markets in order to meaningfully support the efforts of DSD partners and help their retail customers move a steadily growing volume of product off their shelves and through their coolers.
Out-of-home (OOH) advertising in the form of digital billboards, mobile billboard trucks and custom glass box “activation” trucks form a solid base by providing the repetition needed in high traffic areas to develop awareness and keep Agua Plus front of mind. The state of Michigan is the primary initial focus of the rollout, in support of the Company’s rapidly expanding distribution partnership with Great Lakes Wine & Spirits. 136 digital billboard locations in strategic high-traffic locations across the state are active and providing over 1,000,000 daily exposures to the clear and concise Agua Plus messaging on eliminating bottle confusion through the ability to scratch your own unique marks (name, initials, image) directly on your bottle of alkaline water. The content will appear on each digital billboard every 50-90 seconds between the hours of 5 am and 11 pm.
“It’s amazing how effective out of home digital billboard content is these days, given how bombarded we are with ads when we are on our various devices.” said Agua Plus Founder and CEO Chad Willis. “It’s more challenging these days to make a strong connection with consumers through digital advertising on their phones, computers, or during streaming and live tv programming because there is just such a massive volume of ads. They become almost white noise much of the time as consumers become conditioned to swipe past or close it without a thought. But with out-of-home mediums you are catching the majority of potential consumers while they are more present; driving or walking to work and school, heading to an event, getting a workout in, or just taking a break from the busyness. High repetition in those more present moments provides a unique opportunity to really grow awareness. We have focused on very clear, easy to understand messaging that connects consumers immediately with the benefits of our product for them.”
Mobile billboard trucks and the custom glass box activation trucks will be focused primarily on localized events and new store activations, areas where a traditional billboard can’t always be found. This creates the ability to highly target specific locations where community events are happening and to support rollouts with new retail locations and chains by coordinating an obvious presence near to the activity. The Holland Tulip Time festival and Royal Oak Tequila festival are prime examples, both taking place this weekend. Events are scheduled throughout the entire year and will be announced soon.
The recently announced “How do you #scratchyourbottle” social media contest will also be integrated into the campaign with messaging included in mobile and digital billboard content. The contest will be promoted at local events, giving away Agua Plus and encouraging entry to the contest on the spot, as event teams introduce consumers to the technology and capture their initial reactions to learning about it. #Scatchyourbottle content will also be included in point of sale advertising with retail partners in order to capture attention focused on the use of the product through the $28,000 in prizes that can be won by simply having fun with how it works.
Chad went on to say, “The interactive nature of the Agua Plus product creates such a fun atmosphere as people try it out for themselves. We have seen volleyball teams who take it to every tournament, parents who use it for interactive games at kids birthday parties and adults who simply want to avoid confusion, all have fun with the ways that they scratch their bottle. It makes education and awareness a lot easier when it’s fun!”
Additional elements of the campaign include regionally targeted influencers that are partnering with the Company in a unique way. Their own posts will focus on how they interact with their bottle of Agua Plus and on participating in the social media contest, while at the same time the influencers will be visiting retail locations that offer the product and tagging those locations. This approach allows Agua Plus to bring attention both to the ongoing interactive contest as well as the retailers offering the product in new and existing locations. Influencers will be activated at live events as well to highlight locations where product giveaways are taking place.
Radio and TV are also being incorporated to work in conjunction with the other mediums and will include product placements in popular streaming service productions as well as interviews on nationally syndicated radio stations.
If you are a retailer looking to be serviced by a DSD distributor that offers Agua Plus, please feel free to reach out to info@plusbrand.com in order to be connected with one in your region. Plus Brand is committed to supporting wholesale customers with localized marketing and brand awareness campaigns to build demand within the regions served.
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