Virgin Pure launch marks bid to capture consumer water market

Virgin has launched its latest venture – Virgin Pure, a new brand partnership with Strauss Water to capture the consumer drinking water market.

Created by FutureBrand over the past 18 months it marks the first time that an external partner has worked with Virgin on a launch such as this and also the first time that Virgin has partnered with a business.

With the strapline ‘Virgin Pure, Improving life with Strauss Water’ the partnership aims to employ the strengths of both brands to entice consumers with their proposition.

They employed FutureBrand to create a new name, positioning, logo, typography, visual identity, values and tone of voice for the new brand, balancing two strong brands without watering down either,

Chris Nurko, Global Chairman, FutureBrand said – "Virgin Pure, Improving Life with Strauss Water will be a global success and will change the way people think about, and drink water – one of the earth's most precious and valuable resources. Strauss is leading the way via innovation to make healthier living more exciting, and beneficial. The partnership with Virgin to create Virgin Pure is an exciting step forward for consumers and it has been exciting to work on a truly 'future' brand."

Kim Francis, Marketing Director, Virgin Strauss Water said – “The work that FutureBrand have delivered for Virgin Pure is first rate – combining strategic rigor and deep customer insight with some exceptional creative work. This new brand provides us with a solid platform for launching our brand.”

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