Highland Spring has launched a multi-channel campaign entitled ‘Brave By Nature’ to drive growth in Bottled Water.
The six month campaign includes a new national TV advert which will 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, said: “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.
“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 dayi, 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 2021rii, 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 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.