SPA is Belgium’s most iconic mineral water brand and an ambassador of a healthy life since over a thousand year! No, really. The health wellness or ‘SPA’, that you can find in every hotel… well, this globally used word knows its origin in, well yes, SPA, a little village in Belgium, with a source containing the purest of all mineral waters. As a brands purpose, SPA is on a mission to make Belgians drink better, to live better. Because when you talk to Belgians about a healthier lifestyle, then 48% thinks about ‘eating better’, 44% thinks about ‘moving better’, but only 8% thinks about ‘drinking better’. Which is why SPA develops that ‘third pillar’ of healthier life. Drinking better is threefold: drinking more (better hydration), drinking purer (versus chemically processed tap water) and drinking more natural (versus chemicals and additives). Within that mission, Placeb’eau is meant to tackle the ‘drinking more’ issue. Here’s the facts: 2 out 3 Belgians don’t drink enough water. We don’t hydrate well. While at the same time, when it comes to our health, we are amongst the biggest pill poppers in the world! So, how do you get Belgians to drink more water? Yes indeed, there’s a pill for that! The Placeb’eau pill has many, many direct health benefits. What’s in that pill? NOTHING. Absolutely nothing. But just take it 8 times a day, with a glass of water. Because yes, it’s not about the pill, but about the water you’re having with it. Placeb’eau was launched across many channels and got instant press attention. Over 560.000 pills were distributed in the first 2 weeks. They were available for online order, in pharmacies and sent to family doctors (for free). Getting Belgians to drink more water, by hijacking their love for pills.