DESCANSA, MAMÁ
Puravida Aguas · FMCG
Challenge
Behaviour change — Urban Colombian millennials (25-35) living in Bogotá and Medellín, predominantly working-class and lower-middle-class, who grew up in households where tap water was boiled and stored in reused soda bottles — a deeply ingrained ritual that signals distrust not just of infrastructure but of anything 'too easy' or packaged
Insight
In Colombian working-class culture, the nightly ritual of boiling water and waiting for it to cool is not merely a safety precaution — it is a form of maternal care performed in silence after the household goes to bed. To switch to bottled water feels like an abandonment of that quiet labor of love, making mothers the hardest demographic to convert despite being the most health-conscious
Idea
Reframe the act of choosing purified water not as replacing a mother's nightly ritual but as giving her back that hour — 'La Hora Quieta' — by honoring the silence she sacrificed and inviting families to return it to her as a gift of rest
Execution
The campaign launched with a series of intimate late-night radio spots — deliberately airing between 10pm and midnight, the exact hours when mothers traditionally boil water — featuring only ambient kitchen sounds: the click of a gas stove, water coming to a rolling boil, a woman's quiet sigh, then silence. No voiceover. The silence stretched uncomfortably long before a single line appeared in companion social posts: 'Give her back the quiet hour.' Point-of-sale displays in neighborhood tiendas showed a kitchen clock stopped at 11pm with a Puravida bottle where the boiling pot would be. User-generated content invited families to film themselves handing their mothers a bottle and saying 'Descansa, mamá,' creating an organic social movement that reframed the purchase as an emotional gesture rather than a product switch.