The Brief

Launch F&N Ice Mountain’s new sparkling water that comes in 2 flavors: Lemon and Grapefruit.



Ice Mountain Sparkling Water – Sparkle from Within

Making water fun, one sparkling drop at a time.

Our Approach

Ice Mountain bottled water has been around in Singapore since forever. And when it comes to bottled water, consumers don’t really think about the brand much. It is, after all, just water.

So when Ice Mountain wanted to launch a new range of sparkling water, we had some work to do. After all, it was going up against established brands like San Pellegrino, Perrier and Bardoit.

Using the product’s simplest feature, its bubbles, we created a 360º campaign. While traditional media like 6-sheet posters, bus wraps and advertorials built awareness, an on-ground activation created buzz.

A mobile water bar was created and brought to various events such as marathons. We hit malls and office areas too.

And at a few locations, we also brought our interactive Kinect-powered Sparkle Mirror along. It interacted with users and tracked their movements in various poses, rewarding them with bottles of Ice Mountain for showing us their sparkle.