Modern Marketing

Highland Spring encourages water drinkers to be brave in £5m integrated campaign

By Katie Deighton | Senior Reporter

May 27, 2017 | 4 min read

Water brand Highland Spring has begun a six-month £5m marketing push dubbed Brave By Nature, which will be spearheaded by an ad showcasing the drink’s home country of Scotland.

Highland Spring

The campaign will be led by a fast-paced ad

Created by agency of record Whitespace, the currently under-wraps spot features a ‘James Bond-esque’ figure parachuting into the Scottish scenery, before embarking on a high-speed run and jump onto a speeding train. In the reveal, it becomes clear this all took place in the man’s imagination, and he has in fact simply made it onto a commuter bus in Edinburgh.

Proud of his achievements, he naturally takes a glug from a bottle of Highland Spring.

The ad will hit screens nationally on 1 June and will be supported by a wider, six-month Brave By Nature comms plan featuring digital, video on demand, social, PR and a sponsorship deal with Sky TV. It follows Highland Spring’s packaging refresh that went live in April, and lines the brand up for a summer of activity with ongoing partner the Lawn Tennis Association.

The overarching campaign hopes to reach 72% of UK adults.

Karen Crowley, head of consumer marketing at Highland Spring Group, said: “Highland Spring water has been naturally driven through Perthshire’s Ochil Hills, and our consumers are naturally driven to do more every day. Together, this is Brave By Nature. It’s not just about dealing with whatever life throws at you – it’s having the thirst to make the most of it and turn every day into a good day and we are here to provide the necessary hydration to help consumers achieve this.

“That’s what Brave By Nature is all about and we’re proud to say it’s our biggest, bravest Highland Spring campaign yet. Having tested extremely well with consumers, we are confident that our campaign will deliver a wry smile and a heroic nod to the morning commute. Our bold creative relates to consumers’ lives in an empathetic and insightful way and is perfectly placed to cut through in a competitive landscape.”

Republic of Media and Wild Card PR are supporting on Brave By Nature.

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