Caudalie cleans up the River Seine in cheeky FOOH social post

French skincare brand Caudalie is clearing up the River Seine in Paris in a cheeky FOOH social media post. 

In a video seen on Instagram, the brand's Vinoperfect serum is seen cruising down the river. The serum drips down the edge of the dropper and instantly changes the colour of the river from a dirty green to a shade of blue. 

As the serum clears the river, green balloons appear out of the water too.

Don't miss: Starbucks' Merlion Bearista takes over the CBD in shiok FOOH campaign

The caption accompanying the video said, "Clearing up the Seine of its dark spots, one bottle of Vinoperfect serum at a time." 

"Did you know that it was that effective?" added the brand.

MARKETING-INTERACTIVE has reached out to Caudalie for more information. 

The social post comes as Paris mayor Anne Hidalgo and other French officials swam in the River Seine this week to prove that the river is clean enough to host swimming competitions in the upcoming Olympics. 

According to Forbes, the company responsible for the city's water supply and other organisations have warned that the river has unsafe pollution levels. 

Last month, the river had reportedly tested for unsafe levels of E. coli pollution - an indicator of faecal matter - at four different sections of the river for the third consecutive week. The levels were also far above the upper limits imposed by sports federation. 

Just a month ago, the River Seine also made the news when some French citizens threatened to defecate in the river on June 23 to mock the fact that Hidalgo and other French officials were planning to swim in it. It is unclear if this was actually carried out ahead of the swim. 

French authorities have reportedly spent €1.4 billion in the last decade attempting to clean up the river by improving the Paris sewage system, as well as building new water treatment and storage facilities. 

However, it was reported that months of unusually wet weather had made the flow of the river four to five times higher than its usual level in the summer months. 

That said, organisers have reportedly insisted that some dry weather and sunshine in July should be sufficient to make the Seine fit for the outdoor swimming events. 

Explore transformative trends to empower your brand for sustainable growth. Join 500+ marketing minds at Digital Marketing Asia 2024 Singapore on 1-2 October and uncover transformative trends to empower your brand, network with industry leaders and collaborate across industries, and discover real-life marketing wins and powerful ideas.

Related articles:  

Asian landmarks pick sides in dynamic 'House of the Dragon' FOOH campaign
OPPO takes over global landmarks in quirky FOOH campaign
MY fans buy DOOH ad to celebrate virtual K-pop singer's birthday: Industry players weigh in