Let's Make Orange Great Again

Creative idea

Three years after launch, AQUA Carpatica Flavours was facing growing competition and shameless lookalikes. Instead of acknowledging them, we picked a much bigger rival: another world-famous leader who happens to own the color orange in popular culture. To launch our new Mandarin flavour, we contrasted AQUA Flavours’ innocent qualities - natural mineral water, real fruit, peaceful shelf behaviour and belief in global warming - with some very recognizable traits of Donald Trump. We never mentioned him. We didn’t have to. One mandarin with an iconic peel-over and a few carefully chosen words did the job.

Brand name: AQUA Carpatica Flavours
Advertiser / client: Valvis Holding
Product / service: Sparkling Flavoured Water
Campaign name: Let's Make Orange Great Again
Agency network: INDEPENDENT AGENCY
Agency: Cohn & Jansen Advertising, Bucharest
Media agency: Media Investment
Additional company: SC Cohn & Jansen Advertising SRL
Production company: StaticVFX
Web address: https://www.cohnandjansen.ro/
Agency chief executive officer: Diana Crâșmariu
Creative director: Roxana Cristea, Andrei Cohn, Mihai Fetcu
Art director: Cosmin Nicola
Copywriter: Roxana Cristea, Alexandra Popa
Account director (agency): Arina Stoenică
Client account director: Alina Floroian
Strategic planner / strategist: Raluca Diaconu
Agency producer: Ilinca Dumitrescu
Post production: StaticVFX