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Colombia’s Most Important Alpine Ecosystem Is ‘For Sale’ on World Water Day

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ABInBev’s Agua Zalva and MullenLowe SSP3 launch initiative that aims to preserve one of the most important water sources in the world

Colombia’s Most Important Alpine Ecosystem Is ‘For Sale’ on World Water Day

This World Water Day, ABInBev’s Agua Zalva and MullenLowe SSP3 have launched #ZalvaElPáramo (#SavethePáramo), an initiative that aims to help save the Páramo, an alpine ecosystem in Colombia that provides 70% of the country’s fresh water.

Through an online store, people can ‘buy’ a portion of this special Andean ecosystem for the price of the bottle of water. For each bottle that is purchased, Agua Zalva will protect 1m² of Andean forest through the MiPáramo project. So far, over 23,069,097m² of the area have been protected through the project.

“This online store is an initiative that brings together our purpose of preserving the Andean Forest through a different value proposition, by using technology as a tool to amplify our mission and encouraging Colombians to join us,” stated Juan Alonso Torres, NABs marketing director at ABInBev.

The campaign aims to contribute to the conservation of more than one thousand square meters of Páramo by bringing together one thousand small actions and turning them into one positive and collective impact. For every bottle that is purchased, the project will help provide fencing around the Andean forest, plant native species, and educate the Páramo community about good agricultural practices.

“For us, finding actions and ideas for Agua Zalva that contribute to changing behaviours regarding the way we consume water has turned into an ongoing challenge,” said Diego Muñoz and Juan David Pardo, executive creative directors at MullenLowe SSP3.

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ABInBev Marketing Director: Juan Alonso Torres

Agua Zalva Brand Manager: Mariana Trujillo


AGENCY: MullenLowe SSP3, Bogotá

CEO: Francisco Samper

COO: Camilo Plazas

Executive Creative Directors: Diego Muñoz / Juan David Pardo

Creative Directors: Andrés “Lupas” Celis / Néstor Benjumea

Senior Copywriter: Manuel Espitia

Art Directors: Alejandra Ramirez / Diego López

Motion Designer: Juan Rivadeneira

Director of Business Development: José Manuel Hoyos

Business Partner: Fabiana Manzi

Account executive: Juan Sebastian Fuentes

Digital Director: Jennifer Boshell

Planning Director: Carolina Mejía

Categories: Water, Soft Drinks

MullenLowe SSP3, Mon, 22 Mar 2021 16:45:45 GMT