999 and Merle in new Highland Spring £10m push
Highland Spring is celebrating its 25th anniversary with three new products and a new look on-shelf supported by a £10m brand marketing programme.
The new brand identity, designed by 999, features a new logo and distinctive new tartan, registered as Dress Highland Spring, communicating the brand’s Scottish provenance, authenticity and natural purity.
The Breast Cancer Care’s pink ribbon is also on many of its best-selling products for the first time.
The flagship glass range will offer clear flint glass bottles for all still waters to differentiate between the internationally recognised green bottles for sparkling. A new 500ml sparkling PET six-pack and bigger 750ml sports-bottle have also been introduced.
£10 million is being invested in marketing the brand during 2004 across a range of initiatives including a new national advertising campaign with images by Colin Prior, the leading photographer renowned for his breathtaking landscapes of Scotland’s natural beauty.
Television is being tested in Scotland in April for the first time in 10 years for Highland Spring, running alongside a national consumer press and outdoor schedule all created by Merle. An extensive sports sponsorship portfolio, developed to achieve national and international TV coverage will also raise the brand profile.
As part of the company’s 25th anniversary celebrations, the company will shortly announce fundraising details of its first cause related marketing campaign in association with Breast Cancer Care, the UK’s leading provider of breast cancer information and support. The pink ribbon already appears on more than 50 per cent of the new look range.
Sally Stanley, marketing director of Highland Spring, said: “2004 is a key milestone for the company. We’ll be celebrating our 25th year in the bottled water business as a leading player and looking to the future with confidence armed with a contemporary brand identity.
“The design highlights our Scottish provenance, embracing our position as a premium fresh natural mineral water. With the increasing trend towards pure, natural products from a known trusted source, we expect our new makeover to attract many new supporters while appealing to our existing customers.”