AQUAFINA Brings ‘Water No Get Enemy’ To Life With #PadiofLife Campaign
“Water No Get Enemy”
Fela Anikulapo-Kuti’s iconic ‘Water no get enemy’ track from his 1975 album titled ‘Music is the Weapon’ remains a popular catchphrase among Nigerians in the 21st century. The track, in its entirety, spoke loudly about the crucial role of water in our daily lives and how humans and water are inseparable. A remarkably interesting line in the song says: ‘If water kills your child, na water you go used’, an allusion to the fact that even if water caused you havoc, you still cannot avoid using water.
Fela, through the hit track, creatively illustrated the strong bond between humans and water and how enmity cannot exist between the two. And why is that? Water is of major importance to all living things; in some organisms, up to 90% of their body weight comes from water. Up to 60% of the human adult body is water. According to H.H. Mitchell, Journal of Biological Chemistry 158, the brain and heart are composed of 73% water, and the lungs are about 83% water. The skin contains 64% water, muscles and kidneys are 79%, and even the bones are watery: 31%.
Each day humans must consume a certain amount of water to survive. Of course, this varies according to age and gender, and also by where someone lives. Generally, an adult male needs about 3 liters (3.2 quarts) per day while an adult female needs about 2.2 liters (2.3 quarts) per day.
Second, only from oxygen, water is very important to good health and well-being. Simply put—we need water to sustain life. Not just any water, but clean healthy water. The water consumer is buying—in addition to pure clean water—a healthy lifestyle enveloped by the idea of tranquillity.
It is in harmonizing this importance to Baba Fela’s classic on water, forty-seven years after, that a brand, through the ingenuity of its handlers, was able to relate this bond to that of true friendship among human beings.
Aquafina Water, a brand from the stables of SevenUp Bottling Company, SBC, with the new #PadiofLife campaign, emphasizes the human relationship with water as true friendship, which every human craves for.
Noteworthy is how the campaign got people talking. In different clips of the #PadiofLife campaign, Aquafina brand ambassadors, Nollywood actors, Kate Henshaw, Jemima Osunde, Jide Kene, Munachi Abii, and popular Twitter personality, Aproko Doctor, expressed their love for Aquafina water in a manner they would have done for a true and reliable friend. The captivating teasers generated reactions and customer engagement across social media platforms and on the radio.
“Pray Tell, who is this ‘padi’ of life?
The campaign practically took social media by storm and became a trendy conversation on various social media platforms, within hours of its launch, as tweeps and Instagrammers were curious to discover what the fuss was about.
Popular Nollywood actress, Kate Henshaw, set the curiosity ball rolling with a teaser where she extolled the qualities of her anonymous #Padioflife, without giving out much. “I have kept you as a secret for so long. Now, I am ready to show you off to the world. #PadiOfLife ❤️,” she captioned her post. As expected, the social media community became curious. Many asked what could be going on. Who is Kate Henshaw’s #Padioflife?
@NaijasingleGirls captured the many questions people were asking this way: “Has popular Nollywood sweetheart, Kate Henshaw, left us in this singledom? Kate is usually private about her relationships so if this is true and she has finally decided to go public with her love life, three things must happen.
“One, Kate must introduce him to the social media in-laws for approval. Two, we must get regular updates about this affair, and three, we must start planning the asoebi colours.”
Famous tweep and “special adviser”, Daniel Regha, jumped on the conversation, congratulating her newly found “Padi” and advising that she keeps it a mystery, so the love/friendship does not get “ruined by others.”
It didn’t take long before popular life coach, Solomon Buchi, jumped on the trend where he highlighted the possibility of true friendship, between males and females, without an ulterior purpose. His followers got to share their experiences on friendship with the opposite gender and many got to celebrate their long-time platonic friendships.
After much anticipation, questions, social media frenzy, and hilarious debates as to who or what it was all about, the famed #Padioflife was unveiled. The premium bottled water brand, Aquafina, crept out of anonymity with pomp as the long-awaited #Padioflife.
Following this, actors, Jemima Osunde, Jide Kene, Munachi Abii, and Twitter personality, Aproko Doctor, posted similar videos, appreciating their Padi of Life in very ‘intimate’ videos that may have you confused initially and make you think they are referring to someone they are romantically or deeply involved with.
Aproko Doctor whose real name is Dr. Chinonso Egemba in the viral campaign video captures his love for this padi thus: “My guy, I love you. I know this is not what guys usually say to each other…as per hard guy, hard guy. And I understand if you feel uncomfortable, but it has to be said.
“You have had my back for the longest time and there is no way I would have survived without you. As a matter of fact, on the days when my blood was always hot, you were there to cool me down. And that is why I trust you, more than I trust anyone else. “See ehn, because of these things, you will always be my padi of life.”
Being a strong opinion leader and influencer who provides relatable medical advice and hands-on solutions for everyday healthcare promotion, millions of Nigerians follow and listen to him. So when he captioned the video he posted with some words of advice, you can be sure that many will re-evaluate the padis in their lives…and probably make new changes or addition. He wrote, “This is more than love for the water. It is a love for good health, purity, and ‘premiumness.’ My #AquafinaPadiOfLife is my recommended water for you. Drink Aquafina guys. My #PadiOfLife.”
Multitalented singer, rapper, and actress, Munachi Abii’s video says even more: “I like you, I really do. I love the way you make my body feel. I love how cool you are and how you just…rejuvenate me.
“You give me everything I need, and I know they say not to trust your partner fully but I trust you completely. You are truly pure inside and outside. In fact, you are purity itself!
“Nobody gets me the way you do, and that is why you are my padi of life!”
The conversation spiraled offline, as on-air radio personalities also made Padi of Life a topic of discussion on their shows. Listeners were given the opportunity to phone in and give a shout-out to their Padi of Life.
In a creative and engaging manner, the campaign has drawn attention to the fact that Aquafina is more than just water. With this campaign, the brand broke normal conventions and tapped into the Nigerian cultural statement ‘water no get enemy’.
As such, Aquafina is positioning itself as the friendly bottled water commodity that Nigerians can trust to ensure a healthy lifestyle. Abd where consumers can be certain that quality is assured with every bottle they take to satisfy their needs.
According to the General Manager of Marketing (Beverages), SBC, Segun Ogunleye, The #Padioflife campaign highlights Aquafina’s premium brand status, and the importance of choosing a brand you can trust. The campaign also explored Aquafina’s ‘Purity Guaranteed’ mantra and the purification process that places Aquafina premium bottled water ahead of the crowd.
Likewise, the campaign is a pointer to Aquafina’s drive for healthy living. Aquafina is a major promoter of a healthy lifestyle among Nigerians, with the sponsorship of health events, shows, and sporting activities. The bottled water brand has been a major player in the Nigerian market for years and is one of the few brands in the premium category. Aquafina is produced by the makers of Pepsi and is retailed in three bottle sizes of 50cl and 75cl and 150cl, available in major cities across Nigeria.
“Aquafina? What Makes it the Padi of life?”
The question is why would Aquafina refer to itself as a Padi of life and what makes the brand special? It is a global brand from the makers of Pepsi and is available in over 35 countries, including Nigeria, reaching billions of consumers globally. It was first produced in 1994 in Wichita, Kansas, and is regarded as one of the best-selling bottled water brands globally because of its guaranteed purity and premium quality.
Aquafina has a purification process that is like no other. While other brands might have similar processes, Aquafina is truly one of a kind. Their purification system is extensive, meaning that they deliver pure water with a great taste every time. Their water is pure each time you open a bottle, and their consistency is what they are known for. The Aquafina company has invested millions of dollars in a state-of-the-art purification process that not only reaches purity standards but exceeds government standards as well.
The Aquafina brand specifically undergoes a seven-step filtration process including reverse osmosis to eliminate dissolved solids and organic compounds. Reverse Osmosis, or RO as it is sometimes called, is a purification system that uses semi-permeable membranes to help filter out unwanted substances in the water. These membranes have smaller pore sizes as well, even smaller than microfiltration, nanofiltration, and ultrafiltration, which are common processes used by other companies. Some of the substances removed from the water are chloride and sodium.
Not only does the purification process at Aquafina remove chloride and sodium, but it also removes some other things as well. Some trace compounds are removed from the water like phosphates, carbonates, bicarbonates, calcium, nitrates, sulfates, potassium, magnesium, manganese, and iron. These substances combined are commonly known as Total Dissolved Solids or TDS. Yes, some of the substances are necessary for your body to function, but Aquafina removes them because the trace amounts found in water will have no impact on your health. When they remove them, it provides for purer water.
Another interesting feature of the purification system is the ability to remove dissolved solids and other organic compounds that are often present in water. Through reverse osmosis, as mentioned earlier, the company removes the compounds, but they also use a few other processes just to be safe. These processes are things like ozonation, filtration, and Ultra Violet (UV) light.
The purification process of Aquafina is also designed to help remove any manufacturing molecules that can be found in the water. Often, these molecules include pharmaceuticals and heavy metals. They use the same processes that meet and even exceed the government standards to ensure that the water is as pure as possible.
Aquafina is purity guaranteed and has a valid claim to status as one of the best water brands for nutritional health purposes. It’s a water brand that prioritizes the safety, quality, and health of every one of its consumers. Rest assured that Aquafina has got your back every time you need water as your real friend would.
It is not just water, it’s a lifestyle. It is also a promoter of a healthy lifestyle. The brand promotes a healthy lifestyle with its sponsorship of notable events/activities including the Lagos City Marathon and the notable Aquafina Elite Model Look.
From the hub of innovation
Aquafina Table Water is manufactured from the stables of Seven-Up Bottling Company, one of the largest manufacturing companies in Nigeria, producing and distributing some of the nation’s most-loved beverages and personal and home care products.
The brand is one of the biggest global bottled water industry players leading to its accelerated growth. The bottled water industry was valued at USD 185 billion in 2015 and is expected to reach USD 334 billion by 2023, growing at a CAGR of 6.1% by 2025. The bottled water industry is driven by health and safety concerns regarding drinking tap water. Changing lifestyles, preference for vitamin and mineral-rich drinking water, and ease of handling and portability of bottled water are some of the factors driving the market.
SBC is part of this growth. And from its nine state-of-the-art manufacturing plants located strategically across Nigeria, Seven-Up Bottling Company also produces and markets internationally recognised products including Pepsi, 7Up, Mirinda, Teem, Mountain Dew, H2oH! and Lipton Ice Tea, asides its Aquafina premium drinking water. These are some of the products that the company also markets through its network of more than 200 distribution centres that are spread over the length and breadth of the country.
So, for consumers looking for clean, safe, and pure drinking water, Aquafina is available all over the country and comes in 50cl, 75cl, and 150cl pet bottles.
Like they say, ‘water no get enemy’. You can’t go wrong with Aquafina, the ever-present Padi of Life. So, the next time you think of pure drinking water, go for Aquafina premium drinking water.