Branded Water Bottle Results
The winning entry - The University of Aberdeen
Visitors to the University of Aberdeen’s Open Day in August will now be able to enjoy a cool drink of natural Scottish water after the marketing department picked up the prize in The Drum’s recent Watermedia competition. Richard Draycott looks at the top three entries.Launching an innovative new advertising medium is never easy. You have to get people to consider all the creative possibilities that the new medium presents for your clients and then get them to buy into the effectiveness of it within the marketing process.
That was the thinking behind The Drum’s decision to offer companies 1,000 branded bottles of water, supplied courtesy of Watermedia, the branded bottle subsidiary of Highland Spring, to find out how strategically and creatively branded bottles of water could be used by Scotland’s creative agencies and clients.
To enter the competition, clients and agencies were invited to explain in no more than 100 words how they would use branded water bottles as part of an event or promotion that they had planned or, alternatively, how they could introduce the bottles to an existing event or location with the permission of the organiser.
Entrants also had to come up with a creative execution for the bottle’s label, which tied into the brand and the venue or event where it was to be used.
Scotland’s clients and agencies responded brilliantly and put the branded bottles to a wide range of uses within a diverse range of locations.
However, after a tough judging session, the judges, who included Richard Beeston, sales director of Watermedia, Matt Broadgate of PR consultancy 3x1 and Richard Draycott, editor of The Drum, decided that the worthiest winner was the University of Aberdeen.
The university’s winning proposal is featured opposite alongside our two runners-up, Scottish Blend, an entry devised by its advertising agency, The Bridge, and Adventure Scotland, which is part of the VisitScotland organisation.
Speaking of the winning entries, Beeston said: “There were a number of highly creative entries that used the Watermedia concept to great effect. It was great to see entries that proposed using the water bottles for a wide range of activities, from party invites to hangover cures to retail giveaways.
“The winner had to be the University of Aberdeen, who designed a simple yet impactful bottle that accompanied a humourous strapline – “Water Great Place to Study”. Although uncomplicated, this play on words requires you to look further to the university logo underneath, in order to fully understand the message.
“The university plans to hand out the bottles at the university’s 2003 Open Day this summer. The bottles should provide welcome replenishment for visitors to the Open Day, and also get the university’s name into the hands of potential students.
“A special mention had to be given to Scottish Blend for their unique ‘tea bag’ design and VisitScotland for their Tiree water sports event. Both used imaginative designs with novel Watermedia executions.”
To all those clients and agencies who took part in the competition, many thanks.
Winner: The University of Aberdeen
The branded bottles of water will be used during the university’s general Open Day, one of the biggest events in the university calendar, which attracts thousands of people from around the UK.
The Open Day provides a unique opportunity to showcase the university and encourage prospective students to apply.
Innovation is a key theme, with the university campus providing a hub for the many exciting events organised.
The bottles of water will be gratefully received by thirsty visitors, whilst promoting Aberdeen’s personal approach as a university that prides itself on putting our students first.
Runner-up: Scottish Blend (entered by The Bridge)
Representatives of Scottish Blend would hand out the branded water bottles to Scots who are about to jet off on their summer holidays. This promotion plays off the Scots’ perception that when abroad they shouldn’t drink the water – other countries don’t have the same clean, soft water as us. By also giving away a Scottish Blend teabag, we’re basically providing a survival kit: their favourite tea and their trustworthy water.
Brand water is an ideal medium for Scottish Blend as it reinforces our USP – that Scottish Blend is the only tea specially blended to complement the distinctive qualities of Scotland’s soft water.
Runner-up: Adventure Scotland (VisitScotland)
As a newcomer to VisitScotland’s portfolio of active brands, Adventure Scotland has thrown itself into the outdoor scene by supporting one of this year’s top adventure events in Tiree.
As one of the windiest islands in the UK, it’s become a Mecca for windsurfers and is host to The Tiree Wave Classic. Worldclass windsurfers will be competing for the cup, but complete novices can join in the “come and try” sessions. This event showcases Scotland as one of the leading adventure destinations in Europe and is an ideal opportunity to promote visitscotland.com with the aid of promotional water bottles.