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.
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.
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