The June rollout will be supported by a major multimedia campaign this September as Highland Spring invests BIG in Sparkling
The UK’s leading ethical producer of natural source water, Highland Spring, has unveiled a fresh, modern new look for its Sparkling range to better showcase its unique provenance and everyday hydration credentials.
The fresh new design marks the next step in the brand’s evolution with key features that include:
- A new bottle shape and an updated, larger and transparent label with a clearer brand logo that is aligned with the Still bottle, creating a consistent look and feel across the entire Highland Spring range
- Increased focus on the unique provenance of the brand via silhouettes of the Ochil Hills in Perthshire, home to the Highland Spring water source
- Embossed structural elements that bring to life the geography of the brand’s catchment area
- Refreshment and pick-me-up cues featuring bubbles travelling up from the Ochil Hills and bouncing in and around the logo
- A confident, edgy use of green and purple tones on the labels depicting the Ochil Hills, maintaining the brand’s ownership of the purple colour plus the signpost green colour for the category for greater stand-out on shelf
- A lighter green bottle and clear messaging to reinforce the sugar free and calorie free benefits with a simple ‘No sugar. No Calories. Perfect pick-me-up’ roundel on multipacks highlighting that plain sparkling water is one of the healthiest ways to hydrate.
The unveiling builds on the significant success of Highland Spring’s Still range refresh in 2017. That move saw Highland Spring regain its position as the #1 UK bottled water brand[1] and #1 contributor to growth of the soft drinks market[2], with a record household penetration of 18.2%[3]
The new bottle design contains 25% recycled plastic and, like all Highland Spring bottles, is 100% recyclable. Cues on-pack will encourage consumers to recycle and give their bottle a second life. Every Highland Spring bottle will move to 25% recycled plastic by the end of the year, and to 50% recycled plastic by 2022.
Carol Saunders, Head of Marketing at Highland Spring Group, says: “We saw huge success with the launch of our new look Still range in 2017 and now is the time to give Sparkling a refresh of its own. Consumers will see a new look bottle, made from 25% recycled plastic that’s 100% recyclable, which dials up the unique provenance credentials of Highland Spring and better suits their lifestyle and consumption needs.
“Research shows us that consumers are looking for healthier ways to hydrate and the new bottle showcases the fact that sparkling water is one of the healthiest ways to hydrate, as it does not contain any sugar or calories. This is particularly true for younger consumers who are drinking 20% less alcohol than their millennial counterparts drank at the same age[4].
“What’s also clear is that consumers are drinking sparkling water for refreshment and a little pick-me-up across different occasions. Whilst still a popular option for special occasion consumption, sparkling water is now considered an everyday treat that’s a little more special than still water thanks to bubbles that create a sensorial experience.
“With all this in mind, the opportunity to win in plain sparkling water is huge. The new bottle has already tested well with consumers and we’re confident that it will deliver against demand and drive further growth.”
The new Highland Spring Sparkling bottles will be available in store from June in 500ml, 1L and 1.5L formats, plus new packaging on consumer multipacks, 8x500ml and 6x1L and trade packs, 24x500ml and 12×1.5L.
The launch will be supported with a dedicated multi-channel marketing campaign this September, including a month-long national media campaign targeting consumers on the go and national OOH, digital and PR support. The campaign will mark Highland Spring’s biggest investment in Sparkling to date and celebrate the role that it plays in elevating the everyday hydration experience.
The rollout is part of a bumper period of activity for Highland Spring, which is currently in the midst of its new ‘A to Anywhere’ campaign. With 89% of consumers not drinking enough water on a daily basis, the activity – live now – is set to help educate consumers on the importance of healthy hydration and drive growth in the natural source water category.
The campaign includes Highland Spring’s biggest experiential activation since it was founded in 1979. Inspired by Scotland’s Ochil Hills, the fully interactive brand immersion event started in Glasgow this May then continues on to Manchester and London through to June.
[1] Zenith Bottled Water Report, 2019
[2] Nielsen MAT 23.03.19
[3] Nielsen MAT 26.01.19
[4] UK Business Insider 2018
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