Jocelyn Reyes, Coca Cola's category manager for the water, non-carbonated beverages division, said the Wilkin's campaign was developed by Dentsu Philippines and was designed to appeal to the family. It is targeted mainly at mothers, who are seen as the decision-maker for household purchases.
Reyes said. The TVC opens with the mother kissing her baby with the tagline "to love, to hold, to cherish, and to protect ... because that means a lot to you".
In contrast, the campaign for Viva has a younger, trendy feel as the brand wants to strengthen its image as a safe mineral water for the young and health-conscious market.
Viva is looking to grow its 10 per cent share of the bottled water market and position itself as the preferred bottled water of young affluent adults between 18 to 35 years.
The brand's 30-second commercial, developed by Ace Saatchi & Saatchi, uses the popular truth or consequence game to establish its safety claims.
Reyes said the campaign had an "eight-figure budget".
The TVC opens with three young couples sitting in a circle, taking turns to spin the bottle. Each time the bottle stops, a "truth' is voiced about Viva - that it is "cleansed by nature", "cleansed by science", and "rich in minerals".
Award-winning Filipino filmmaker Raymond Red directed the commercial.
Red was chosen because he was able to capture the creative vision of "a clean, glossy look, easily understood and appreciated by a broad range of viewers", according to Saatchi. Coca-Cola has a third water brand in the country called First distilled water, which is for the lower end of the market.
