Clich here - Nestle Waters

CONTREX -
An iconic product deserves a “look” befitting of its
status, just as a rare pearl deserves a worthy setting.
Contrex needed an image to match its growing
reputation. And so, in 1997, the bottle was re-sculpted
to evoke subtle female curves; a new shape that was
to become the hallmark of the brand, part of a world
where femininity and elegance reign. A final seductive
touch was added in 2005, when the bottle blushed a
subtly darker shade of pink.
my Contrexperience
Contrex is a national treasure, a trusted slimming
companion, a brand that reads the needs of women
through changing times. So, what is it that today’s
women seek? A healthy dose of joie-de-vivre liberally
sprinkled with positive thinking. Yes, women still like
to be slim; they want to feel - and look - good, but
not at any price. The challenge is to shape up with a
sense of humour and perspective for a more sustained
svelteness. The good news is: it’s possible - and this
is the key message in the brand’s latest campaign,
“My Contrexperience”. The campaign film shows a
line of pink exercise bikes lined up outside an opera
house. As curious women step up and start to pedal,
music is triggered and a huge neon male strip-tease
artist appears, and starts peeling off his clothes - just
for them! While they squeal with delight, the calories
simply slip away. It’s dramatic, it’s fun and it’s all
about shared effort.
The masterstroke of “My Contrexperience” is in
giving a contemporary “feel good” twist to the brand,
with an emotional dimension, while staying true
to Contrex values. The results speak volumes: in
October 2011, with the campaign barely launched,
the video became the most-watched worldwide. Six
months later, it had reached 25 million viewings.
As for the campaign’s Facebook page, with its slimming
challenges, humorous “don’t crack!” warnings and
encouraging advice, it has close to 100,000 fans.
Contrex sales have risen in line with the campaign’s
popularity, with market share up by 0.3 points over the
past three months compared with the annual trend.
While around 70% of today’s Contrex consumers
are over 50 years old, 80% of them started drinking
the brand well before they reached this age. “My
Contrexperience” aims not just to keep loyal consumers,
but also to win over younger women to build enduring
success.
During more than 250 years of history, Contrex has
forged a special bond with women. And today, with
“My Contrexperience” it is reaffirming its claim, more
than ever, as the natural mineral water of choice for
women. Beautiful, healthy and happy - that’s the way
Contrex wants women to feel.