Anything but Flat

Agency Network: 
January 2019


Burns Group, in partnership with FIFCO USA, one of the largest beer companies in the U.S., recently announced a new national campaign for Pura Still: the first spiked still water. Pura Still creates a new category in beverage alcohol - spiked water with no bubbles.

To introduce Pura Still, Burns Group created a witty campaign, "Anything but Flat" that features Pura Still's main point of difference - no bubbles. The integrated campaign includes in-store, digital, social, out-of-home and video and demonstrates how Pura Still delivers all the benefits of the alcoholic water category plus a brand new one - no carbonation - which is more refreshing and fits active occasions. The campaign includes two :15 spots, including GIFs and other cut downs for social. The key visuals of the campaign feature hero shots of the product that showcase the absence of all those annoying carbonated bubbles.

Pura Still is a beverage innovation that answers the demand for a low-calorie option in the ready-to-drink alcoholic beverage space. FIFCO USA (formerly North American Breweries) created Pura Still with zero carbonation, a splash of coconut water and a hint of natural fruit flavor. With an ABV of 4.5 percent, only 90 calories and one gram of cane sugar, Pura Still is available in three flavors, Blackberry, Mango and Mandarin Orange.

The campaign also includes a partnership with Professional Soccer Player Carli Lloyd, a consumer sweepstakes and a trip to the FIFA Women World's Cup.

Burns Group was named agency of record for FIFCO USA in August 2018.

Film advertisement created by Burns Group, United States for Pura Still, within the category: Alcoholic Drinks.

Advertising Agency: Burns Group, USA
Executive Creative Director: Nicole Lucey
Associate Creative Director: Sarah Ratinetz
Copywriter: Tim Glebocki
Group Account Director: Emily Stern
Account Supervisor: Hilary Bergman
Head of Strategy: Chamie Baldwin
Director of Integrated Production: Alanda Fellows
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