Ogilvy Paris Lifts the Lid for Vittel

Agency Ogilvy & Mather Paris has created a unique new bottle top for mineral water brand Vittel to remind people to drink the recommended eight glasses of water per day.

Vittel Refresh Cap is a tailor made lid that pops a flag every hour to gently remind the people of France to drink some water to keep hydrated.

One of the leading mineral water brands in the country, Vittel’s mission for over 50 years has been to foster health and take care of people's inner vitality encouraging them to drink more water and adopt a healthier lifestyle through its marketing.

Research suggests 80 per cent of the French population still doesn't drink enough water to be properly hydrated because they simply forget, despite constant governmental reminders and media messages.

With this, Ogilvy Paris and Vittel wanted to find an original way to remind the population that was hard to ignore and found that there was no better place to begin than with the product packaging.

When drinkers twist the bottle cap shut after each refreshing sip, a timer begins automatically and that’s about as complicated as it gets. Then a unique timer device kicks in and after regular periods gently prompts the drinker to have another sip.

The programme was launched in France in order to gauge consumers' reactions and measure their behavioural changes. Initial findings show that people drank more water during the day as a result.

Check out the case video below to see the Refresh Cap in action.