A shot in the arm for a tired but much loved brand.
Highland Spring – Creative platform
Expertise
- Brand strategy
- Brand positioning
- Creative platform
- Out of home
Challenge
Highland Spring have the boldest of ambitions – become the No. 1 value-based water brand in the UK.
- The new team there know that the brand has lost its way and needs to innovate to win new customers in a cluttered competitive landscape.
- The brand needs to stand for something and give younger, less loyal audiences a reason to try and repeat purchase, whilst not confusing its loyal customers.
- Surfacing their origin story and leveraging it to create brand standout in a category with little differentiation.
The Brand Idea
In Scotland lie 2,500 unspoilt acres of breath-taking landscape. The home of Highland Spring. It’s from this unspoilt location they draw water that has been filtered naturally, through innumerable layers of ancient rock. As it has been for millions of years. Every sip of Highland Spring is a feeling of getting away. Of being transported to a wild, remote place: the untamed landscape of the Ochil Hills. Nothing processed. Just direct from that land. In these unspoilt, undiscovered places, we find more than just the best water. We rediscover our best selves.
A summer campaign
Summer in London is increasingly hot, sticky and a bit grubby – it makes you not only thirsty but longing to escape the noise, the concrete, the daily grind, the tiring, bothersome commute. Getting away from our over processed lives, being couped up and feeling like battery hens.
A campaign that truly brings the brand back to the source, and the source into the lives of the consumer. The wild, majestic Ochil hills, delivering the pure, unpolluted water. We celebrate that at Highland Spring, nature does the hard work, we bottle it just down the road. All based on the new positioning of ‘Water as Nature Intended’.
The Details
A month-long OOH campaign across London targeting 82% of hot and thirsty Londoners in August. A variety of high impact spots were whetting their thirst, with 200 bus sides, numerous digital executions and drone moving imagery in high-footfall station concourses. Plus, an Oxford Street Tube takeover where hot and hassled commuters were met with the refreshing scent of the mountains, along with stunning imagery of the Scottish Highlands. All shot specifically by us for the campaign.
