Koni and Spoleto2020

WaterforR$1.50

Client: Koni and Spoleto
Agency: Grupo Trigo (in house)
Year: 2020
Area: Campaign
Formats: Social, Opportunity action, Earned media

During Rio's water-supply crisis, Koni and Spoleto dropped bottled water to R$ 1.50. A real-time action, covered by Veja and Diário do Rio.

Koni post announcing bottled water for R$ 1.50 during the water-supply crisis

Context

React fast to a water-supply crisis that hit Rio de Janeiro, turning an operational problem (the rising cost of water) into an act of closeness with customers.

Idea

Headline

We can’t solve the crisis, but we can face it.

Execution

A simultaneous action on Koni’s and Spoleto’s social channels, created and published in real time: bottled water for R$ 1.50 for the duration of the crisis, at the stores in the most affected areas (Rio de Janeiro, Duque de Caxias and Nova Iguaçu, plus Itaguaí and São João de Meriti for Spoleto).

The two brands' posts

Results

The action earned spontaneous press coverage, reported by Veja magazine and Diário do Rio as an example of a responsible brand response to the water crisis.