SPA Introduces Placeb’eau as a Cheeky Reminder to Stay Hydrated

Spa’s new ‘Placeb’eau’ campaign is a cheeky reminder to drink eight glasses of water per day. Working with Happiness Brussels (an FCB alliance), Spa’s ‘Placeb’eau’ is a new pill with many health benefits including aiding digestion, maintaining normal bodily functions, maintaining normal cognitive functions, improving energy levels, regulating body temperature, promoting liver function, and many more.

So, what's in this pill? Absolutely nothing. Just take it eight times a day, with a glass of pure water.

Because obviously, it’s not about the pill, but about the glass of water you’re having with it. The pills are available for free in pharmacies and bio shops across Belgium, via family doctors and on the SPA website.

Geoffrey Hanston, CCO of Happiness said “The water of SPA truly is one of Belgium’s most iconic brands. SPA, a small Belgian village where you can find the source, has stood for purity and health since the early Roman period. A year ago, we developed a new purpose and long-term creative platform for them: Better drinking. Better living. We all know that to live a healthier life, you have to eat better and move better (more.) For SPA, we are adding a third important pillar: better drinking. Meaning drinking more pure and more natural, but also drinking ‘more’ water in general, since two out of three Belgians don’t drink enough water. So, how can you get a pill-obsessed population to drink more water? Exactly, by designing a pill. It’s a cheeky reminder to drink more water since we advise all Belgians to take a Placeb’eau pill eight times a day with a glass of water. There’s nothing in the pill, but it’s obviously all about the eight glasses of water.”

The campaign has been running since the end of December on film, radio and a whole lot of digital, targeting and retargeting. Apart from that, there was a big direct campaign to family doctors with Placeb’eau pills, so that they can talk about with their patients, and hand them out. The Placeb’eau pills are also to be found for free in the pharmacy retail chain ‘COOP’ and in the retail chain ‘BIO SHOP’.