Mountain Valley Water (Body Copy)

by Yap Pui Mun (0334965)

Opinion

I personally like this ad a lot. This ad was created in the ’80s and back then the advertising budget was small so they had to solely rely on the headline and body copy. Even though the ad is in black and white, the strong assertion of the headline managed to do the work of catching the public’s eyes. I also enjoy how the ad used a clever body copy to further explain and strengthen the claims of their bold headline.

Copy strategy

The headline used the strategy of curiosity and bold benefit claim. The ad made a bold statement on why their water is worth paying for when it is something you can usually get for free. The body copy acts as an answer and further elaboration to the ‘why’ from the headline. The 3 ‘no’ in the first sentence of the body copy makes the brand immediately sound promising which evokes feelings of trust and reliability. It also keeps reminding and reassuring consumers that they are using real spring water throughout the paragraph. Apart from the benefit claims, the ad also managed to make water sound tasty and tempting.

Reimagined copy

Headline: The Only Water Worth Paying For

Body copy: Mountain Valley Water is one water with no sodium, no additives, no artificial ingredients, no carbonation. It’s one water which springs purely from the earth, untouched by pollution. It’s one water which tastes the way real spring water is supposed to taste- for that’s what it is. That’s why Mountain Valley is the only water worth paying for.

Source

Brogan & Partners. (2019). Celebrating 30 years of creative advertising: #2: Mountain Valley Spring Water. - Brogan & Partners. [online] Available at: https://brogan.com/blog/celebrating-30-years-creative-advertising-2-mountain-valley-spring-water/

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