UM Lisbon has added Mineráqua Portugal, owner of the Castello Water brand, to its client portfolio.

The agency is responsible for the media planning of the brand’s “It’s not water, it’s Castello” advertising campaign, designed to celebrate Castello’s 115th anniversary. The campaign, currently running through the end of August, is UM’s first for the company.

A Portuguese staple since 1899, Castello Water was acquired by investment companies Libarache SL Investments, SARL and Moka in 2007, creating the Mineráqua Portugal company.   Named Product of the Year by the Portuguese consumers in 2010, the company consolidated its foreign markets in 2012 to create Castello Water Worldwide, delivering its signature brand to globally and extending its reach to include all seven continents.