Highland Spring reveals on-pack promotion designed to celebrate the Great British Summer

By Gillian West | Social media manager

Multiply

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highland spring article

March 1, 2013 | 2 min read

Highland Spring is helping consumers enjoy the Great British Summer whatever the weather with its latest on-pack promotion created by Multiply, Here Comes Summer.

In keeping with its ‘Full of the Joys’ brand strategy, the promotion will be on shelves late March offering participants the chance to win thousands of ‘Rain or Shine’ kits.

Each kit will be themed – Beach Kit, Sporting Kit, Festival Kit and Picnic Kit - to encourage families to enjoy the outdoors over the summer months. Those who apply will also be entered into a free prize draw at the end of the promotion on 30 September to win a luxury family ‘glamping’ holiday in the UK worth £4,500.

An integrated marketing and trade advertising campaign will support the 12 week promotion running across all major Highland Spring retail packs and on selected cash and carry packs.

Trade adverts for the promotion will incorporate Blippar technology which can be scanned by readers to experience the Joys of Highland Spring TV spot in full before its national launch on 20 March.

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POS materials will also be prominent in around 250 depots and over 4,000 retail outlets in order to support the promotion.

Of the activity, marketing manager at Highland Spring, Claire Wilson, said: “Whether the sun has got his hat on or not, we want our consumers to head outside and enjoy a great summer.

"Our fantastic rain or shine kits are just the thing whether you’re jumping up and down at a festival, packing for a picnic, following your favourite sport or braving the beach. The campaign will also help retailers boost their bottled water sales in the lead up to the key summer trading period.”

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Multiply is an award winning, integrated creative agency based in Edinburgh and London, specialising in shopper marketing, digital and brand experience.

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