Case Study: Laica launches a distinctive UK water filtration brand with Gasp

Laica launches UK brand campaign with Gasp as 2026 planning gets underway

The customer, Laica, a leading Italian consumer goods company specializing in water filtration, faced the challenge of launching its brand in the UK where it was completely unknown. The market was busy and undifferentiated, dominated by a single global player. Laica engaged the vendor Gasp to develop a long-term brand positioning and a distinctive launch campaign to win share of mind and market.

Gasp's solution was to leverage Laica's Italian heritage as a key differentiator, creating a campaign centered on the theme "Ciao to the good stuff, Arrivederci to the rest." This highlighted the product's ability to retain essential minerals, a benefit overlooked by competitors. The vendor executed a high-reach campaign using targeted out-of-home advertising in hard water areas, parody audio ads, and a door drop. The campaign was running at the time of writing with brand tracking underway, and the client praised Gasp for its distinctive creative work and effective execution.

Laica