Highland Spring is keeping things fresh with a modern new look and feel for its sparkling range, to better showcase its unique provenance and everyday hydration credentials.
The fresh new design marks the next step in the brand’s evolution with key features that include:
- A new bottle shape and an updated, larger and transparent label with a clearer brand logo that is aligned with the still bottle, creating a consistent look and feel across the entire Highland Spring range.
- Increased focus on the provenance of the brand via silhouettes of the Ochil Hills in Perthshire, home to the Highland Spring water source.
- A lighter green bottle to reinforce the sugar free and calorie free benefits of the product with a simple ‘No sugar. No calories’ messaging.
The new bottle contains 25% recycled plastic and is 100% recyclable. Every Highland Spring bottle will move to 25% recycled plastic by the end of the year, and to 50% recycled plastic by 2022.
Carol Saunders, head of marketing at Highland Spring Group, said: “We saw huge success with the launch of our new look still range in 2017 and now is the time to give sparkling a refresh of its own. Consumers will see a new look bottle, made from 25% recycled plastic that’s 100% recyclable, which dials up the unique provenance credentials of Highland Spring and better suits their lifestyle and consumption needs.
“Research shows us that consumers are looking for healthier ways to hydrate and the new bottle showcases the fact that sparkling water is one of the healthiest ways to hydrate, as it does not contain any sugar or calories. This is particularly true for younger consumers who are drinking 20% less alcohol than their millennial counterparts drank at the same age [UK Business Insider 2018].
Saunders added: “What’s also clear is that consumers are drinking sparkling water for refreshment and a little pick-me-up across different occasions. Whilst still a popular option for special occasion consumption, sparkling water is now considered an everyday treat that’s a little more special than still water thanks to bubbles that create a sensory experience. With all this in mind, the opportunity to win in plain sparkling water is huge. The new bottle has already tested well with consumers and we’re confident that it will deliver against demand and drive further growth.”
The new Highland Spring sparkling bottles will be available in store from June in 500ml, 1ltr and 1.5ltr formats. New packaging will also appear on consumer multipacks of eight x 500ml and six x 1ltr and trade packs of 24 x 500ml and 12 x 1.5ltr.
The launch will be supported with a dedicated multi-channel marketing campaign this September, including a month-long national media campaign targeting consumers on the go and national OOH, digital and PR support.
The campaign will mark Highland Spring’s biggest investment in sparkling to date and celebrate the role that it plays in elevating the everyday hydration experience.