Brief

BelAqua Active needed a strong entry into the enhanced water category. The goal was to introduce the product while tying it to a message that connects emotionally with a younger audience — one that values individuality and self-expression. The mission was simple: spark awareness and brand love through a bold cultural statement.

Insight / Big Idea

In a world of trends, pressure to conform, and constant comparisons, being original feels like a rebellious act. But it should not. We leaned into this truth with the rallying message:Stay Original. BelAqua Active stands for purity, confidence, and owning your uniqueness. So, we created a campaign that encouraged everyone to stop being copies of others and embrace who they truly are.

Execution

We cast Clemento Suarez, one of Ghana’s most beloved comedians, to lead the campaign. Known for his witty originality and versatility, he became the perfect face to embody the message.

The TVC was humorous and smart, portraying exaggerated moments where people try and fail to be someone else, until the voice of reason (BelAqua Active) reminds them to stay true to themselves. The campaign ran across TV, social media, and digital platforms, sparking conversations about authenticity in everyday life.

Results

BelAqua Active achieved widespread brand visibility at launch

Clemento Suarez’s presence helped drive high engagement and online shares

The campaign positioned BelAqua Active not just as a drink, but as a statement — a call to be real in a world full of filters

Stay Original was more than a tagline. It became a movement.