When Zurich's heraldic animal drinks: Campaign for Local Water 37
Furrerhugi and bodin.consulting have jointly launched a new campaign for Lokales Wasser 37. The campaign centers on the Zurich Lion as the brand ambassador for the locally produced spring water.
Lokales Wasser 37 Unveils New Brand Identity
The communications agency furrerhugi, in collaboration with bodin.consulting, has launched a new campaign for Lokales Wasser 37. At the heart of the campaign is Zurich’s heraldic animal: a lion who, as a true Zurich native, doesn’t drink imported mineral water but consistently chooses Lokales Wasser 37. The tagline «True Zurichers drink local» is intended to position the brand with a clear stance and establish it as a champion of water from Zurich.
According to the company, the campaign is intended to further increase awareness of Lokales Wasser 37 and boost sales. The creative visual language, featuring a lion as a symbolic figure, establishes a direct connection to Zurich’s identity and the product’s local origins.
Spring water from the Uetliberg – bottled in Albisrieden
Lokales Wasser 37 comes from the spring area of Zurich’s Uetliberg. It flows into the city via an independent spring water network, is bottled in Albisrieden, and is sold exclusively in Zurich and the surrounding area. The campaign thus focuses on a unique selling point that is particularly relevant in a market dominated by imports: According to the press release, nearly half of all bottles of mineral water in Switzerland come from abroad.
By deliberately keeping transportation distances short and maintaining a regional supply chain, Lokales Wasser 37 positions itself as a sensible alternative to imported mineral waters. Whether in retail or the foodservice industry, the brand targets consumers who want to consider origin and regionality even when choosing beverages.
Responsible at Local Water 37: Urs Grütter, Jane Achermann. Contact at furrerhugi: Alexandra Hofer (Account Director), Julia Ryser (Project Manager), Bogdana Vranjkovic (Art Director), Doris Jordi (Media Planner). Contact at bodin.consulting: Frank Bodin (Strategy & Concept), Lily Metzker (Composing).
