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

  • Ana J. Almeida
  • Ana P. Ribeiro
  • Rute D. Martins
  • Marisa R. FerreiraEmail author
  • João F. Proença
Part of the Management for Professionals book series (MANAGPROF)


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.”


Social marketing Tap water Águas do Porto Community 



João F. Proença gratefully acknowledges financial support from FCT-Fundação para a Ciencia e Tecnologia (Portugal), national funding through research grant UID/SOC/04521/2013.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Ana J. Almeida
    • 1
  • Ana P. Ribeiro
    • 1
  • Rute D. Martins
    • 1
  • Marisa R. Ferreira
    • 2
    Email author
  • João F. Proença
    • 3
    • 4
  1. 1.Porto Business SchoolPortoPortugal
  2. 2.School of Management and Technology, CIICESIPorto Polytechnic InstitutePortoPortugal
  3. 3.Faculty of EconomicsUniversity of PortoPortoPortugal
  4. 4.ADVANCE/CSG, ISEGUniversity of LisbonLisbonPortugal

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