Touch Design 2019
The Quad, Stubbings Estate
Stubbings Lane, Maidenhead
SL6 6QL, UK
the challenge
 
  • Exponential category growth continues
  • Major trend towards natural purity vs artificial beverages  
  • “Return to nature” has put water brands in a strong position
  • However, Highland Spring faced stiff competition
  • Private label value vs monolithic water brand presence 
  • Evian had knocked Highland Spring off of the number 1 spot in the UK
  • Needed to regain competitive advantage by standing for something that was true to its brand heritage, provenance and purity.
the process
Ideation was focused on capturing the pure water ‘story’, filtered through the unique unspoiled landscape and placing it at the heart of the brand identity. 
 
We wanted people to feel, (as well as see), this USP for the brand.
the results
 
Highland Spring is now once again the leading mainstream brand across the total plain water market ahead of Evian in UK grocery.
 
  • YOY growth significantly outperforming category averages
  • Contributed more volume growth to the soft drinks market (15%) than any other brand in Q3 2017 
  • Now the number one brand in (value and volume) UK convenience channels
  • Winner of 2018 FAB award for design effectiveness.