Harrogate Water Brands, independent owner of Harrogate Spring Water and charity water brand Thirsty Planet, has revealed that Harrogate Spring Water has been named The Official Water of England Cricket as part of the brand's biggest marketing campaign to date.
The partnership follows the water brand's packaging refresh and sees England cricketers provided with Harrogate Spring Water at every home Investec Test Match, Royal London One-Day International and NatWest International T20, starting with the team's first international fixture of the summer against Sri Lanka at The Kia Oval on Tuesday 20 May.
The packaging's contemporary new look will include the England Cricket logo and 'Official Water of England' on all new labels as part of the deal. The new diamond bottles, available from the end of May, have been designed to reflect the premium nature of the brand with the new look to be implemented throughout the entire Harrogate Spring family, including both PET and glass ranges.
Aberfield Communications and Thompson Brand Partners worked with Harrogate Spring Water on all aspects of the campaign with Thompson Brand Partners leading design and brand work as well as all brand collateral and advertising. Aberfield are handling integrated communications, including PR, online, social and advertising.
"We’re thrilled to work with Aberfield Communications and Thompson Brand Partners on two of the biggest campaigns in the company’s history," said James Cain, MD at Harrogate Water Brands
"We very much feel that both businesses are part of the DNA of Harrogate Water Brands. Their team’s extensive understanding of our brand, superb retail knowledge and modern approach is fundamental to how we wish to continue to position the brand."
The deal with the England and Wales Cricket Board (ECB) also covers sponsorship of on-pitch drinks during each International match, with stadium announcements and branding supporting the 'Harrogate Spring Hydration Break'.