With a shift towards natural purity vs artificial beverages we were challenged to return the brand to nature and in turn reinstate Highland Spring as the number 1 water brand in the UK.
Leveraging elements that were true to the brand such as heritage, provenance and purity were outlined early on as key areas to explore.
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