Isla and H2oh! Spotlight “Gesticulators” In Humorous Campaign

To launch the new non-carbonated H2oh! Isla agency developed a campaign with a double challenge: to communicate the novelty of the product and recover the brand’s sense of humour, while using a tone that connects well with Argentine idiosyncrasy. 

“As an agency, we are proud to be chosen by such a relevant brand in our country, for one of the most important launch in recent years. Honestly, it was one of the agency’s most fun projects. Together with the H2oh! team, we knew we wanted to recover the Argentine sense of humour, without neglecting the aspirational aspect, which was essential. That’s why, choosing Augusto as director was key”, said Rodrigo Greco and Mariano Gamba, DGCs of the agency.

“The campaign was born from a very simple observation: Argentines are big gesticulators. We shake our hands emphatically to say anything. That’s where the new non-carbonated H2oh! connects great with our way to communicate with each other”, added Patricio Ramirez Isla, the campaign’s DC. 

In turn, Ignacio Segade, PepsiCo Argentina’s marketing manager commented, “The communication insight provided us with this great novelty at the moment of entering a new category with a brand with high awareness levels and an important association to fizzy drinks, connecting the launch to something that is an Argentine feature: gesticulating”.

Apart from the hero, the campaign has an ecosystem of pieces for social media, points of sale and outdoors, among others.