Communication
Advertising and promotion have always played an important part in CoGeDi's success and its brands today benefit from a heavy advertising spend on all media - TV, Radio and Press.
Cogedi is the leader of mineral waters communication market with a gross investment in 2006 of over 120 Million Euro and a share of voice around 33%.
Uliveto and Rocchetta - Sporting challenge with beautiful results!
Uliveto is a healthy water which helps digestion. CoGeDi constant investment in medical research confirms the choice of market communication – good digestion is vital for maintaining good health and fitness. It is for this reason that Uliveto has, since 1998, been the official mineral water of the Italian National Football Team, the best representatives of a healthy way of life.
The choice of a sporting personality, Italian footballer Alessandro Del Piero, has been therefore
motivated by the need to formulate a message which communicates that eating and drinking healthily is a simple gesture that anybody can imitate, even outside a sporting context.
The choice of the Italian beauty pageant as a vehicle for Rocchetta’s advertising message has also proved very successful. Miss Italia symbolises the natural beauty of the girl next door and represents Italian beauty. The advertising claim of “pure inside, beautiful on the outside”, which has been Rocchetta’s trademark for years, is a direct reference to the qualities of Rocchetta water.
Alessandro Del Piero and the beautiful Cristina Chiabotto (Miss Italia 2004) once again together, to testify the unique quality and health differential of both Uliveto and Rocchetta in an entertaining new campaign.
