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.”
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Acknowledgments
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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Almeida, A.J., Ribeiro, A.P., Martins, R.D., Ferreira, M.R., Proença, J.F. (2019). How to Encourage the Consumption of Tap Water: A Case Study on Águas do Porto. In: Galan-Ladero, M.M., Alves, H.M. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-04843-3_11
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