OM drinking water, since entering the market in 2010, has been actively implementing large-scale projects in the field of healthy lifestyle, with PR support from PARC Communications. The brand belongs to Rusnac-MoldAqua, the largest bottled water producer in the Republic of Moldova (OM, Gura Cainarului, Nordic, Letto, etc.) Each of the brands produced is a leader in its segment.

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Task: 

Position the brand as a leader of active lifestyle, stimulating the development of healthy lifestyles in the Republic of Moldova. To form sustainable communities around the brand.

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Challenge:

At the time the brand was launched in Moldova, there was virtually no water drinking culture, and consumer confidence in local brands of water for everyday consumption was also low. At the same time, there was a growing interest in healthy lifestyles among all age categories, which provided great opportunities for the brand's social investments in this area.

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Solution: 

• At the launch presentation of the new OM brand, we offered journalists to participate in a mini-competition - together with the brand's speaker, they pedalled exercise bikes and received valuable prizes. This involvement helped to start a trusting and proactive communication.

• In 2011-2013, the agency organised the social project ‘Move together with OM’. Every working day for eight weeks, professional trainers held morning and evening exercises in the public gardens of five districts of Chisinau. Moldovan celebrities, who supported the project, also came out to exercise together with the residents of the capital. The daily number of participants in 2013 exceeded 1,500.

• In 2015, the social project ‘Running around the Earth’ was realised. At the OM Station Zone running complex in the Central Park of Chisinau, for two months everyone could run their part of the 40,075 km distance around the Earth on one of the 5 OM Station Zone treadmills.

• Starting from 2016, OM TM within the framework of OM Activ project starts to install new-type workout platforms in the parks of Chisinau as part of a large-scale national initiative of OM drinking water to improve the health of Moldovan residents. The Agency provides logistical support and PR support for the project.

• In the same year, the project ‘Discover the Best Version of Yourself’ was implemented. For more than two months, ten participants of the pilot health improvement project strictly followed the precepts of a healthy lifestyle, telling about it on the project website and social media.

• As part of comprehensive PR support, the agency also organised tours for the press and influencers to the production facilities, prepared and distributed press releases, monitored reputational risks and, if necessary, organised anti-crisis communication between the brand and the company.