As the UK’s fastest-growing natural mineral water brand, Aqua Pura is turning up the volume on Northern wit this summer, bringing mascot Denny the Duck to life as a walking, talking mother duck, on a mission to prove that bottled water doesn’t have to be boring.
Aqua Pura, the wonderfully Northern mineral water brand, has announced the launch of its summer 2026 campaign, unveiling Denny the Duck in a brand-new, fully walking, fully talking form. It’s Denny’s biggest transformation yet and her biggest job: becoming the feathered face and voice of a brand that’s currently growing faster than any other mineral water brand in the category*.
Aqua Pura enters the summer on the back of standout commercial momentum. The brand is up +96% year on year, comfortably the fastest-growing natural mineral water brand in the UK, with its 12x500ml hero multipack up +100% and 5-litre format up +113% – both riding a wider category shift towards larger, value-led formats as shoppers prioritise at-home hydration. Bottled at source in the Eden Valley in Cumbria, Aqua Pura has built that growth on the fundamentals of provenance, authenticity and value and is now pairing it with a creative platform designed to bring some personality to the fixture.
That’s where Denny comes in. Instead of another round of hydration claims in an increasingly crowded category, Denny is stepping forward as the brand’s very own hero, proof that category-leading growth needn’t come at the expense of a proper sense of humour.
“Denny’s quack has always sounded a bit like the ‘Aqua’ in ‘Aqua Pura’ if you listen closely enough, so now we’re leaning into it properly. She’s cheeky, she’s Northern through and through, and she’s not afraid to nudge, wink, and poke a bit of fun at a category that’s been dry in more ways than one. What’s brilliant is that we get to do all of this from a position of real strength, the growth figures give us the confidence to continue to be bold.” Said Hollie Veal, Marketing Manager at Roxane UK.
Denny’s transformation from print mascot to walking, talking mother duck is designed to close the gap between the brand mascot and brand name, turning a simple sound into instant brand recognition. Everywhere Denny goes this summer, she’ll be bringing lighthearted fun, Northern wit, and a knowing wink to the brand’s “life hacker” audience: the busy, savvy families who appreciate a laugh as much as a decent bottle of water, while reinforcing the purity, trust and provenance that have always sat at the brand’s core.
From July 2026, the summer campaign will roll out across YouTube, Meta and Pinterest, using AI to target our core audience with a simple, unmissable message: Aqua Pura or, as Denny would have it, “D’ya mean Quackqua Pura?!” The campaign is forecast to deliver around 37 million impressions, giving retailers a timely opportunity to maximise off-shelf, secondary and seasonal activations around a brand already outperforming the fixture.
So this summer, it’s got to be Aqua Pura. Our wonderfully northern mineral water. And Denny the duck of course! Up here, the only thing we take seriously is our natural mineral water. So, go on – quack open a bottle of Aqua Pura!
Source: Nielsen Total Coverage, Still Plain Water, Still and Sparkling, Litres, Actual Growth, % Growth, Data to 23rd May 2026
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