Luanda, March 11, 2024 – Refriango has launched the new campaign for its trusted water brand in Angola, Pura, which inspires the celebration of life and everything that makes us more human. With a more emotional identity, the brand is preparing several innovations to meet the sophistication required in the water category today, as well as to address new consumer needs such as sports, health, and well-being.
The new Pura campaign celebrates purity in its most authentic and true form, a value that connects us as humans. The concept “Life + Pure” opens the brand's strategy for this year, which is filled with innovations and new launches.
The brand's plan includes an advertising campaign and several brand activations, where Pura invites Angolans to explore the moments that truly shape our humanity – from everyday moments to life’s big milestones – in a positive, inclusive, and inspiring way.
With the slogan “Wanting a Life + Pure”, the brand has set an agenda focused on hydration, water consumption, and healthy habits, with the support of health professionals Dr. Stella Constantino and Dr. Áurea de Carvalho, who will explain the impact of hydration on public health. Throughout the year, the brand will also participate in vaccination campaigns, seminars, and awareness activities in the area of health. Through its social media platforms, it will promote an open dialogue between consumers and health professionals to clarify doubts about health and healthy habits.
The “Life + Pure” campaign will also play an energetic role in promoting school sports, an area that encompasses the fundamental pillars of Refriango’s water brand – Health, Family, Sport, and Future. In collaboration with schools and partners linked to gyms and crossfit boxes, Pura will create dynamics between renowned athletes, professionals in the field, families, and young Angolans, highlighting the importance of healthy habits for the development of a new generation with a healthy body and a sound mind.
David Moisés, Brand Manager for Pura, believes the campaign will have “a high impact, not only in promoting healthy habits but also in discovering the best in each of us.” "At Pura, we believe that it is purity that reveals our essence. This insight is at the heart of our new campaign and reflects our vision that a ‘more pure life’ is embracing the authenticity that makes us unique.”
For Tânia Jardim, Marketing Administrator at Refriango, “LIFE + PURE” aims to be more than a campaign – it aims to be a movement. The brand positions itself as an inspiration for a healthier and more conscious lifestyle. The innovations that will be launched reinforce this commitment, offering specific benefits for the different moments and lifestyles of each person, always with a strong sense of social responsibility. The brand has long been distinguished by actions showing a strong commitment to the health of Angolans, such as the monthly support of three thousand liters of Pura water to mothers in labor and users of the Human Milk Bank at Lucrécia Paim Maternity in Luanda, as well as support for the Luanda Oncology Hospital.
Implemented in 2020, the program at Lucrécia Paim Maternity, aimed at increasing breastfeeding rates for babies up to two years old, joins other relevant actions by Pura in social responsibility, such as launching health and well-being awareness campaigns.
To ensure the best quality and safety for Angolan consumers, Pura and Refriango follow a rigorous quality control process with over 10,000 monthly analyses, ensuring compliance with all required microbiological, physical, and chemical standards.
