Cisowianka – the secret of lifestyle mineral water from Poland
Cisowianka is a Polish brand of mineral water produced in a spa resort called Nałęczów Zdrój, which is distributed and marketed by a company called Polskie Zdroje. Currently, Cisowianka brand is #2 brand of mineral water sold in Polish market with over 8% market share and is planning to overcome the long-lasting leader which is Danone’s brand called Żywiec Zdrój.
This year Polskie Zdroje launched a new variant called Cisowianka Perlage which is a naturally sparkling quality water of an extremely subtle taste. It owes its name “perlage” to the special method of carbonation which makes the bubbles smaller and released more slowly. The new advertising campaign communicates Cisowianka Perlage as an attribute of lifestyle and fashion – the characteristic blue bottle becomes an important part of the highly stylized image of the young and trendy occupants of the TV commercial.
New Cisowianka fits perfectly in global trends in water – it’s a healthy, high quality natural water in the beautiful and convenient package. Cisowianka Perlage is sold in bottles of 0.7 litre that are made from high quality materials which combine the advantages of plastic and glass. Thanks to this, the bottle is very elegant, yet lightweight and shatterproof, and thus free from defects of the glass.
Cisowianka’s advertising campaigns usually feature an attractive young woman who is presented as the brand ambassador who reveals her secret of good looks, great shape or fantastic skills to be Cisowianka water. You may check the pattern in the below TV spot from 2009 which was shot in collaboration with Polish Air Forces as a part of Cisowianka’s sponsorship of an Air Show.
At the end of the TV ad a girl usually makes the characteristic gesture of putting her finger to her lips which means to “stay silent” and is connected with the brand’s name – in Polish, “Ci” the first syllable of the brand’s name is a shortened way of saying to somebody to stay silent (like “Tsss!”). The brand’s claim is: Cisowianka. My secret.