Summary:
Castello® water celebrates its 125th anniversary with a campaign on Lisbon's iconic Tram 15.
The tram features a QR code leading to a website where passengers can select a store to redeem a free Castello® water.
Two stops along the route, “Café Império” and “A Tentação,” offer unique ways to enjoy the premium sparkling water.
The campaign aims to strengthen Castello®'s brand image as a fresh, modern, and cosmopolitan choice.
This initiative reflects the brand's commitment to reaching a diverse audience and being present in everyday moments.
Castello® is a symbol of freshness and originality.
Castello Water Rides Lisbon's Iconic Tram 15: A Refreshing QR Code Experience
Castello® water is celebrating its 125th anniversary with a unique campaign in Lisbon. Until July 31st, you can spot their branding on the city's iconic Tram 15, a symbol of Lisbon itself.
The tram, decorated in black and red, features a QR code. Scan it to access www.castellodoeletrico.com and choose a participating store to enjoy a complimentary Castello® water.
Two strategically chosen stops along the tram route, “Café Império” in Restelo and “A Tentação” pastry shop in Praça da Figueira, offer passengers a chance to savor the premium sparkling water with original flavor combinations – fruit additions, mixed drinks, and more.
Castello® emphasizes its distinct personality with the slogan “Not Water, It's Castello®”. They aim to stay true to the brand's modern, dynamic, and cosmopolitan spirit. The water, with its distinctive bubbles, is positioned as the perfect refreshment for any occasion, including before or after exploring the city.
This campaign, devised by Leo Burnett Lisboa and media planned by Dentsu, aims to amplify Castello®'s visibility and impact, further solidifying its image as a symbol of freshness and originality.
Central de Cervejas, the concessionaire of the Castello® brand since 2019, refreshed the brand identity in 2023 with a multi-media campaign targeting a diverse audience. This latest initiative continues to reflect this commitment.
Martim Manoel, Marketing Manager for Castello®, explains, “This campaign embodies the spirit of the brand – its dynamism, restlessness, and ambition to be present in everyday moments in a versatile, challenging, and unexpected way.”
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