Montellier Carbonated Natural Spring Water is excited to announce
the launch of a new brand campaign focused on communicating its unique and naturally
balanced taste. The proudly Canadian owned and operated brand, sourced in Quebec, is
conveying how its water is sparkling, yet also smooth, through a beautifully crafted spot, as
well as POS, digital, print, and social elements.
The truth about things that work in perfect balance is that they can be unexpected and
surprising. But what ultimately matters is that they just work together. Like how the simple
things can also be sophisticated, how the calm moments can be invigorating, and laidback
time can also be lively. Or in Montellier’s case: sparkling can also be smooth.
To communicate this product truth and how Montellier’s natural balance adds a touch of
sparkle to any occasion, the brand worked for the first time with creative agency Juniper
Park\TBWA and its design arm, Le Parc Design.
“We are thrilled to announce the launch of this new campaign. The Juniper Park\TBWA team
was able to come up with an innovative and creative way to present one of our brand’s key
attributes. JP’s team has a strong aesthetic sense and we truly appreciated working with them
and the PepsiCo team to turn this idea into a great campaign platform,” says Emilie Coulombe,
Sales Director at Montellier.
Montellier is perfectly balanced with its distinct smooth sparkling bubbles. This quality, honed
over three generations, is what sets this award-winning sparkling water apart from others.
The new spot brings this to life by capturing and celebrating the special moments in life where
balance surprisingly exists - a snowball fight, a lakeside hangout, or a dinner with friends - to
draw the connection between how natural balance permeates every aspect of Montellier.
“The creative idea and execution really aims to reflect the product itself in a very evocative and
sensorial way,” says Jenny Glover, Executive Creative Director at Juniper Park\TBWA.
A unique and distinctive visual identity was developed for the campaign using the brand’s bold
blue colour to highlight its characteristically playful nature. Bubbles are used to illustrate the
contrast between sparkling and smooth, an unusual combination that turns out to be
harmonious. The empty bubble representing “sparkling,” and the full bubble being “smooth.”