Highland Spring is to launch a major marketing campaign, featuring a TV and digital push, promoting it as a feel-good drink under the strapline “Full of the Joys of Spring”.
The TV campaign, created by Story and voiced by Kelly Macdonald, features woodland animals such as moles and owls, will run for five weeks, supported by national radio, outdoor, PR, digital and social media.
A digital campaign and new website by Whitespace will also form part of the campaign.
Highland Spring head of brand marketing Paul Condron said: “Highland Spring is a feel-good drink and we were keen to convey this in our new brand positioning and advertising, while continuing to communicate the importance of our organic land and Scottish provenance.
“Full of the Joys is a fresh, new direction for the brand that will resonate with a wider consumer audience. The TV ad brings a little joy and will put smiles on faces.”
Story creative director Dave Mullen added: “Highland Spring has the best brand name in the water category, and we were keen to build our positioning around this. The campaign allows us to move the move the brand on and communicate in an emotional way as well as talking about the company’s organic and ethical credentials.”
