Glaciar is the mineral water recommended by the Argentine Society of Cardiology because it has the least sodium content. It’s positioned as the water that cares most for Argentineans’ hearts.
To strengthen their role, the brand decided to appear at the most popular sports event in the history of our continent: The 2018 final of the Libertadores Soccer Cup, played by River and Boca, two quintessential rival soccer clubs.
Glaciar sponsored a special broadcast of the event, made suitable to those with a heart condition. The sportscasters narrated match events with soft voice, and a soothing 100-minute song was created to serve as background music before, during and after the soccer match. The goal, obviously, was to create a state of calmness in those listening to the broadcast.
We created this piece in the key of F, which is associated with the 4th chakra — the one related to the heart. Music with these frequencies stimulates cardiac functions, and helps maintain balance and vitality.
Working alongside the agency, the brand, and its representatives, we managed to transform a heart-stopping event into a safe and pleasant experience. The most important media in the country reported on this proposal and social media (especially Twitter) was brimming with positive commentary.
Glaciar Calmentaries attained an organic reach of almost 60 million people, with a 3-million people audience and earned media with a 5M USD value.