Let's be honest. Between climate change and wars over oil, drinking a bottle of still water shipped from Italy is kind of a jerk move. Unless, of course, you're part of Acqua Panna's target audience—wealthy die-hard foodies.
Those also happen to be the people who appreciate Acqua Panna's (true) story: It's bottled from the Medici family's personal 400-year-old spring in Tuscany. The same Medici family that amassed boatloads of money and power in the middle ages, threw lavish dinner parties, and became patrons of the Renaissance.
In the second iteration of this campaign, we used print and online to sell the history of the water as much as the water itself (which is pretty good). Popes drank it. Royalty drank it. Hell, Michelangelo drank it.
We even consulted with a Columbia University professor of medieval art to ensure the paintings we used could be traced back to the Medici's collection or patronage.