Up until 2013, Cabreiroá waters were only available in Galicia, its home region, but the brand wanted to go national.
We needed a new positioning that would make Cabreiroá stand out in a very mature segment with high investment from long established competitors.
We left the fight for the weak mineralization water category, very much perceived (mistakenly) as a quality standard and created a new one: balanced mineral water, much more consistent with Cabrereiroá’s composition, richer than average in terms of minerals.
Also, we focused on a completely different target from the usual in the industry (women in their thirties with kids and/or pregnant): minerals improve hydration, so Cabreiroá can be the best choice for amateur athletes and active people, no matter men or women.
Finally, we introduced with a wild touch, which would set Cabreiroá apart from the naive tone used by most mineral waters in Spain.
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