FDBusiness.com

The UK’s leading producer of natural source bottled water, Highland Spring, has unveiled a major new brand campaign – ‘Brave By Nature’. A multi-channel campaign, it is the latest in a series of milestones for the Highland Spring brand as parent company, Highland Spring Group (HSG), continues its programme of investment to drive growth in bottled water.

The six month ‘Brave By Nature’ campaign includes a new national TV advert which hit screens from 1st June. The ad depicts a James Bond-esque figure landing from a parachute jump before running through stunning Scottish scenery to make a perilous jump on to a speeding train.

As he makes the bold leap, it becomes clear that the sequence is in his imagination as the scene snaps back to reveal a busy Edinburgh street. The same man has, in reality, made it onto a packed commuter bus and, looking rather pleased with himself, sips from a bottle of Highland Spring. The camera cuts back to reveal a glimpse of Edinburgh castle and the bus exterior where an advert can be seen for ‘Highland Spring – Brave By Nature’.

Karen Crowley, head of Consumer Marketing at Highland Spring Group, comments: “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.”

She adds: “Ensuring you stay hydrated can help you to achieve everyday success, yet 60% of the population drinks just one serving of water or less a day, as opposed to the recommended eight servings. This, coupled with the fact that volumes of bottled water are expected to hit around 4.6 billion litres by 2021, shows that there is plenty of room for further growth in the bottled water category.”

The TV advert will be complemented by a fully integrated ‘Brave By Nature’ communications plan that is expected to reach upwards of 72% of UK adults. Implemented by Republic of Media and Wild Card PR, this will include digital media advertising, VOD, social media, PR and Sky TV sponsorship running from 14th May to 31st August.

The news comes on the back of a major packaging refresh, which launched in April; the designs create a modern Scottish classic, which balance the provenance and heritage of the Highland Spring brand with a simple modernity for on shelf appeal.