Tubig Para sa Pinoy (Water for the Filipino)

Nature’s Spring wanted a big campaign to mark its 30th anniversary happening on the 3rd quarter of 2021. Planning for it began with a focus group discussion among its target audiences in November 2019. However, plans had to be scaled back and need changing because of the COVID-19 pandemic and the strict community quarantine restrictions implemented starting March 2020.

The goals of the communications campaign is to rally the target audiences behind Nature’s Spring as the brand celebrates its 30th anniversary. This was done through the campaign Tubig Para sa Pinoy (Water for the Filipino) which was executed through the release of brand products with special packaging, the release of an anniversary video ad, the crafting of an anniversary anthem accompanied by an anthem video/music video, and a series of thematic social media posts.

All the campaign components for the celebration of the 30th anniversary of Nature’s Spring were built around the line Tubig Para sa Pinoy, the original music that served as its anthem, and the need to honor the unsung heroes of that made it possible for the Philippine to survive the pandemic – the frontliners. Whenever the anniversary line and the original music were used in ad materials and in video content, Filipino values were always the highlight to reinforce that the brand champions these values. A special series of social media posts were also published to gave thanks to various groups of frontliners and also to relive the history of service to the people by Nature’s Spring. The public was also encouraged to share a photo of them holding or sharing a Nature’s Spring bottle with the anniversary special packaging.