Refriango has launched a new campaign for Angola's trusted water brand, Pura, inspiring 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 the water category demands today and address new consumer needs, such as sports, health, and well-being.
Luanda, March 11, 2024 – Pura’s new campaign celebrates purity at its purest, most genuine state—a value that connects us as humans. The concept “Vida + Pura” (A +Pura Life) kicks off the brand’s strategy for the year, filled with innovations and new launches.
The plan unfolds through an advertising campaign and various brand activations, inviting Angolans to explore moments that truly shape our humanity—from daily life to life’s milestones—in a positive, inclusive, and inspiring way.
With the theme “Querer uma Vida + Pura” (Aspire to a +Pura Life), the brand has set an agenda focused on hydration, water consumption, and healthy habits, with the support of health professionals like 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 take part in vaccination campaigns, seminars, and health awareness initiatives. Through its social media channels, Pura will promote open dialogues between consumers and health professionals to address questions about health and healthy habits.
The “Vida + Pura” campaign will also play a dynamic role in promoting
