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How to Encourage the Consumption of Tap Water: A Case Study on Águas do Porto

In: Case Studies on Social Marketing

Author

Listed:
  • Ana J. Almeida

    (Porto Business School)

  • Ana P. Ribeiro

    (Porto Business School)

  • Rute D. Martins

    (Porto Business School)

  • Marisa R. Ferreira

    (Porto Polytechnic Institute)

  • João F. Proença

    (University of Porto
    University of Lisbon)

Abstract

This study aims to describe and analyze the social marketing campaign undertaken by the Portuguese public company AdP—Águas do Porto, E.M.—since March 2015. This campaign focuses on the incentive of promoting new habits of drinking water consumption and has been a pioneer in the water distribution sector, establishing a trend followed by other public companies in the country. The AdP case discusses the contribution of social marketing in the changing of rooted and generalized consumption habits, the benefits of consuming tap water instead of bottled water for the individual and the society, and the strategy of the campaign and its linkage to the global city brand “Porto Ponto.”

Suggested Citation

  • Ana J. Almeida & Ana P. Ribeiro & Rute D. Martins & Marisa R. Ferreira & João F. Proença, 2019. "How to Encourage the Consumption of Tap Water: A Case Study on Águas do Porto," Management for Professionals, in: M. Mercedes Galan-Ladero & Helena M. Alves (ed.), Case Studies on Social Marketing, pages 123-132, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-04843-3_11
    DOI: 10.1007/978-3-030-04843-3_11
    as

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