How Aquafina Played Up Cultural Nuances with Padioflife Campaign


‘Padi’ is popular Nigerian slang for a close friend. When Nigerians refer to another as ‘padi of life’, the other person is someone they connect with and cherish.

Humans are not meant to spend life without reliable friends. The quality of our lives often depends on the quality of friendships. It’s important to have friends that are there for us during the best of times and in the worst of times.

It’s been scientifically proven that friendships improve our physical, emotional, and mental health. We all need friends.

Water As Your ‘Padi of Life’

At least 2 billion people globally use a drinking water source contaminated with faeces, according to the World Health Organisation (WHO). By drinking contaminated water, someone can easily contract diseases such as cholera, diarrhea, dysentery, hepatitis A, typhoid, and polio.

Drinking clean water is important to stay healthy. Every cell, tissue, and organ in the human body needs water to function. Water is crucial to keep the body hydrated, prevent indigestion and boost energy levels. A person cannot survive for more than a few days without water.

Water is essential for life. It should be everybody’s best friend – which is the hallmark of Aquafina’s PadiofLife campaign.

On social media, the campaign’s prelaunch featured teasers in which its ambassadors espoused and appreciated their ‘PadiofLife’ for their loyalty, love, and support.

Brand ambassadors include Nigerian actors Kate Henshaw, Jemima Osunde, Jide Kene, better known as Swanky JKA, and Munachi Abii, as well as Aproko Doctor, a medical doctor and water intake advocate.

The short videos generated online buzz as people were curious to know who/what the celebrities were speaking to and about.

The use of Aproko Doctor was particularly significant as the doctor is popular on social media for preaching healthy living.

After much speculation, Aquafina, a premium bottled water brand, was unveiled as the #PadiofLife.

With the PadiofLife campaign, Aquafina presented itself as the ideal companion for healthy living. The brand emphasized the importance of water as a vital nutrient and the need for people to take cognizance of the quality of water. It also related the importance of water to the body with the benefits of true friendship.

Aquafina Vs Other Brands of Bottled Waters

According to Aquafina, its bottled water originates from public water sources and then undergoes an extensive purification system, which involves more than seven separate steps.

It said the process ‘HydRO-7 TM ️’ was designed to remove things like chlorides, salts, and other substances that can affect a water’s purity.

“Aquafina undergoes extensive filtration protocols, including reverse osmosis to eliminate dissolved solids and organic compounds, carbon filtration, ozonation, and ultraviolet light to deliver water that’s truly pure,” the company said.

Aquafina Premium Drinking Water, from the makers of Pepsi, is retailed in three bottle sizes of 50cl and 75cl, and 150cl.

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