WMG – Professional Blog

https://www.adsoftheworld.com/campaigns/water-your-life

“Water Your Life” is a magazine ad campaign promoting Mayim Chaim Kosher Seltzer water to the Jewish community. The ads each depict a Jewish man or child wearing a yarmulke and performing various tasks throughout the day that a Jewish person might do. Restoring a grandfather clock, reading, studying, working, polishing silver, reading from the Torah, playing with their children, listening to music, playing the guitar, and other activities. Linking each task to another is a stream of water. Underneath the visual depiction are the text “Water your life” and the company’s logo. The technique used to evoke an emotional response is peace and a sense of continuity. The images follow a person through the activities that they may undertake in a day, and through it all, water is there to power them along.

The objective of the ad campaign is to sell more Mayim Chaim Setlzer water to the target market, which is commonly used during passover. Unflavored bottled water, seltzer, and sparkling water are beverages that may be consumed if Kosher, and Mayim Chaim is advertising that its products are Kosher and may be used during the Jewish holiday. Passover is observed for 7-8 days in early spring, so this ad has a time-specific component.

The target market for this ad is practicing Jewish adults and parents. The ad wants the audience to purchase Mayim Chaim Seltzer water for daily consumption. If the action is taken, the audience will benefit from drinking a Kosher beverage that meets the criteria set for Kosher products. That knowledge will give Jewish people peace of mind during the holiday season, knowing that what they are consuming falls within the bounds of their faith.