Isklar, a premium still Norwegian Glacial Natural Mineral Water is making waves since it launched into the UK market in April 2008. The UK launch is supported by a £2.5m advertising campaign, which starts in June 2008. The creative platform, executed by advertising agency Hooper Galton, centres around an ‘ice woman’ – an embodiment of Isklar’s pristine glacial provenance. The exceptional Isklar bottle, inspired by the crystal qualities of ice, mirrors nature by reflecting and refracting light through its facets. The dazzling campaign, which aims to reach ‘mass market premium’ consumers, will cover TV and print, running across titles including Marie Claire and Waitrose Food Illustrated.
Isklar, which launched in Waitrose and Morrison’s stores nationwide last month, has recently secured distribution in Sainsbury’s, with product set to go into 96 stores within the South and South East area from June. Sainsbury’s will carry SKU’s of 6 x 500ml bottle packs and 1.5 litre singles.
Isklar believes that exceptional purity should not cost the earth and is committed to being the most environmentally responsible mainstream water brand in Europe. The Isklar factory is powered by hydro-electricity, so no carbon emission is produced during bottling, and was created by converting an old wooden mill incorporating energy-efficient practices and state-of-the-art equipment. The plant is located directly next to the Hardangerfjord, so it can be loaded straight onto a container ship and its carbon footprint is minimised further by piggy-backing off existing shipping routes. The bottle is made from recyclable PET, and the state-of-the-art Group recycling facilities ensure that Isklar has the capacity to re-process 10 bottles for every one sold. To develop the ‘cradle to grave’ sustainability further, recycled PET will be incorporated into new bottles over time.
Meaning “ice-clear” in Norwegian, Isklar emerges from a natural source beneath one of Norway’s largest glaciers, Folgefonna. This majestic glacier is protected from contamination by human activity as it sits between two national parks in the Hardanger region of Norway, the second least polluted country in Europe after Finland, making Isklar one of the purest mineral waters on the market.
Blue Marlin is the creative agency behind the new stunning packaging; digital partner Hugo & Cat created the Isklar website – www.isklar.no. Hooper Galton has created the ‘Ice Woman’ launch advertising campaign, with media being planned and bought by MPG. Integrated agency, Intelligent Marketing will be responsible for the Isklar below-the-line requirement. Euro RSCG Biss Lancaster has been appointed to handle the UK PR for Isklar.
Isklar will be available in a variety of bottle and pack sizes. Included in the range will be:
- a 1.5L bottle (available in singles and multi-packs of 6)
- a 500ml bottle (available in singles and multi-packs of 6)
- a 700ml sports bottle, and
- a 250ml kid’s bottle (available in a multi-pack of 6).
Recommended retail prices range from 79p for the 70cl sports bottle to £3.79 for a pack of 6 1.5L bottles.
Isklar AS
Tel: 01494 618466
www.isklar.no
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