Cohn & Jansen announces Wet, the drink launched by Valvis Holding Group

Mihai-Alexandru Cristea 07/10/2021 | 16:40

Wet, the new drink launched by Valvis Holding Group and communicated by Cohn & Jansen, is a hard seltzer with natural mineral water and 4.5% alcohol. Wet is gluten-free, with no artificial coloring or preservatives. Produced in Romania, Wet is available in different flavors: Wet Mango, Wet Peach, Wet Minty Lime and Wet Grapefruit.

By Romania Oprea


The Brand

Wet is brand new, developed from scratch, with a name by Cohn & Jansen and pack designed by Valvis Holding Group.

“We wanted to have a name with traction, that would shape the attitude of the entire communication, a name similar to the product and to its target – uninhibited”, says Felicia Stoica, Cohn & Jansen.


The idea seen by Cohn & Jansen

“No one wants to be left high and dry when there’s fun involved. It’s not just the alcohol, but everything Wet is wittier, less boring, it refreshes you both literally and figuratively. Plus, dry is the norm. Wet can still surprise you”, believes Roxana Cristea, Cohn & Jansen.


The campaign and the extra-campaign

Wet has all it needs for a proper launch: a TVC – fresh, colorful and vibrant by Tessa Doniga Johnson, plus Digital, Brand Experience and Social Media.

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