Who has never gone to get cold water and, when drinking, came across the famous “water that tastes like a refrigerator”, which tasted like other foods stored in the same refrigerator?
Brastemp, a Whirlpool brand, has the Carbon AirFilter in several refrigerator models, which filters the air and neutralizes food odors. To promote this technology, the brand launched the “Water that tastes like a refrigerator” action.
With the initiative, influencers such as Victor Han, Juvi Chagas, Eliziane Berberian and Gina Delicada received bottles of water with unusual flavors such as chicken, onion and fish. In posts on social media, in collaboration with Brastemp, they will show their experience and that they do not run the risk of having water like this, as they have the brand’s refrigerator.
“Everyone, at some point in their lives, has tried the famous (and bad) water that tastes like a refrigerator. Based on this insight, we made a joke and, after causing some surprise, we told them about the new functionality. The objective is not just to deliver a new technology, but to show how it impacts consumers’ lives in a relevant way”, says Bertha Fernandes, Director of Brands and Communications at Whirlpool.
The activation is an offshoot of the new Brastemp refrigerator campaign that went live in August, under the concept “Opening a Brastemp is opening your mind”. “This concept highlights the connection that Brastemp has with Brazilians and how this translates into our deliveries. We are always opening our minds to new ideas and innovations”, concludes the executive.
The action was created in partnership with DM9, the brand’s communications agency. “We used the design and elegance of the world of flavored water to represent the lack of Brastemp technology”, explains Laura Esteves, VP of creation at DM9.
