Highland Spring, the UK’s No 1 bottled water brand, has invested £1.6m in a new integrated marketing and sponsorship campaign designed to help families get active and enjoy tennis.
Building on the brand’s ‘Full of the Joys’ positioning and its role as the official bottled water of the Lawn Tennis Association (LTA), the Highland Spring ‘Everyone For Tennis’ campaign rolled out in April with a new TV campaign featuring a cast of children, bored of being stuck indoors, transported outside into the parks where they can get active and enjoy tennis.
The activity will also include outdoor advertising, PR, digital and social media, an on-pack promotion encouraging purchase in-store, and a variety of national participation opportunities in schools, parks and tennis venues as part of Highland Spring Mini Tennis Month, in partnership with the LTA.
The launch comes as total bottled water sales, including Highland Spring Still, increased by +8.1%, with the highest growth in the take home sector (+11.7%). Still is showing consistent double-digit YOY growth of +13%, with the highest growth coming in the convenience sector (+18.5%).
Andrea McQuaid, Head of brand marketing at Highland Spring, comments: “Highland Spring is all about being ‘Full of the Joys’. Parents told us that they are looking for opportunities to have fun and get active with their families and we want to support that. That’s why, for the first time, we’re making a significant business investment in amplifying our partnership with the LTA through this new, fully integrated marketing campaign.
“‘Everyone for Tennis’ is an exciting direction for the brand that will inspire parents and kids to get moving and have fun, whatever their ability and wherever they are. The campaign is all about helping combat misperceptions around access to tennis, driving excitement as well as participation, and ultimately increasing footfall to the bottled water fixture during a key seasonal period for the bottled water category.”
Created by Story UK, the new advertising campaign launched with a 30” TVC premiering in April on ITV3 during Coronation Street. Directed by Mike Baldwin, the “Magic Carpet” film features two children accidentally knocking a bottle of Highland Spring over. Grass starts to grow and gain momentum, transporting the children from the boredom of being indoors, through city streets and into a park for a game of tennis.
A nationwide on-pack promotion, offering consumers the chance to win tennis sets and swingball kits, will run on all promotional bottles of Highland Spring Still. This went live the week before the TV for three months, with outdoor executions going live from 4th May to maintain momentum. Weekly prize draws will run from 6th April – 29th June, with a final draw on 7th December.
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