2015 is the year that celebrates São Lourenço’s 125th birthday. For this occasion, the Nestlé Water’s brand decided to prepare the city of São Lourenço for an unforgettable Christmas. Partnering with the Municipality, São Lourenço mineral water will bring a Sustainable Christmas to residents and tourist.
The initiative, which started on November 23th, were launched in Parque das Águas, the João Lage Square and the boardwalk. The brand used 25.000 PET bottles to create special decorations, produced only with recycle materials by local artisans. To make and assemble those decorations -a Christmas tree, a Christmas crib, garlands and suspended installations- Nestlé Waters worked with the NGO Asta.
NGO Asta supports the production of design objects with a focus on income generation, especially for female empowerment. Therefore, thirteen local artisans were selected and trained to produce the decorations. They learnt new techniques and had the opportunity to increase their income. Visitors and tourists were also able to see the decorations’ production process.
The attraction is being widely promoted by São Lourenço as a way to encourage tourism in the city and to promote the destination as an option for the end-of-year holidays.
Also as part of its anniversary celebration, the São Lourenço water labels and the website were redesigned as a way of contributing to the dissemination of information about the city's attractions.