Bold new positioning showcases the ‘uplifting refreshment’ that comes with sparkling water

The UK’s number one natural source water, Highland Spring, has unveiled its biggest ever investment in its sparkling water to further unlock the full potential of the category.

The major £1m investment includes a new ‘Remarkabubble’ campaign to address the changing consumption habits of sparkling water by championing its role as a refreshing treat at any time of day.

Dramatising the main benefit of the product – tiny bubbles that deliver uplifting daily refreshment and extra feel good vibes – is the main focus of the bright and bold new creative.

Set to go live on 26th August for four weeks, the multi-channel campaign includes national OOH and digital media as well as PR and social media support.

The outdoor media activity, including billboard and digital screens, will run in close proximity to convenience outlets across the UK to drive awareness during the day.

The activity will be upweighted to coincide with commuting hours and is expected to deliver 149 million impacts over the four week period.

This repositioning of sparkling water as an everyday, healthy indulgence is key to unlocking growth in a sub-category that is already worth £131.6m and growing 5.2% year on year[1].

Carol Saunders, Head of Marketing at Highland Spring Group, says: “Our major new ‘Remarkabubble’ campaign celebrates the role that sparkling water plays in elevating the everyday hydration experience to make it a refreshing treat.

“Far from sitting on the sidelines of the soft drinks category, sparkling water has major potential for growth if we inspire consumers to incorporate it as an easy way to feel great while they hydrate daily.

“So it’s time to dial up the everyday special, encouraging consumers to take a moment and set time aside to indulge in a little lift.”

The launch of ‘Remarkabubble’ follows the unveiling of Highland Spring’s new look sparkling water bottle in June. Boasting a modern new look and feel, the bottle better showcases the brand’s unique provenance and everyday hydration credentials.

The new bottle contains 25% recycled plastic and, like every Highland Spring bottle, is 100% recyclable. All Highland Spring bottles will move to 25% recycled plastic by the end of the year, and to 50% recycled plastic by 2022.

The packaging refresh, which features prominently on the ‘Remarkabubble’ creative, tapped into the success of Highland Spring’s Still Water range refresh in 2017.

That move saw Highland Spring regain its position as the #1 UK bottled water brand[2] and #1 contributor to growth of the soft drinks market[3], with a record household penetration of 18.2%[4].

It has been a bumper year of activity for Highland Spring. January saw the nationwide roll out of its 100% recycled and recyclable eco bottle™, a range in 500ml and 750ml, which was then expanded on with the addition of a new 6 x 330ml Wild Life eco kids packs especially for children.

[1] Nielsen Data Total Coverage 15.06.19

[2] Zenith Bottled Water Report, 2019

[3] Nielsen MAT 23.03.19

[4] Nielsen MAT 26.01.19

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