Highland Spring Launches Latest Sparkling Campaign
Highland Spring, the number one sparkling brand in the UK[i], has unveiled a festive campaign titled ‘Escape to a Sparkling Moment’. Forming part of Highland Spring’s programme of investment to drive continued growth in the category, the campaign focuses on the role of the brand’s sparkling offering in elevating the relevance of bottled water for occasions, at the weekend or just for something a little bit special.
The campaign, which will launch mid-November, comes as Highland Spring continues to outperform the category across the Total Market, with 10.3% value growth in the last year[ii]. Highlighting the inherent qualities of the Scottish water, including taste and provenance, the activity will include strategic PR and digital content activation.
Fronted by a partnership with cook and food writer Rosie Birkett, the campaign promotes the use of sparkling water on its own, as a mixer and at dining occasions to consumers through a collection of festive mocktail and cocktail serving suggestions, canapé pairings and hosting tips.
These premium serving suggestions include Rosie’s Highland Charred Mandarin Ginger Spritz mocktail and position sparkling water as the perfect addition to celebrations in the run up to Christmas.
Karen Crowley, Head of Consumer Marketing for the Highland Spring Group, comments: “Sparkling water has a clean and cooling flavour profile and the smaller sized bubbles, compared to soda, give a nice mouthfeel and texture. Helping people understand the differences and showing them the varied ways in which sparkling water can be enjoyed, within a mocktail or cocktail or simply on its own as a refreshing accompaniment to a meal, will help to increase consumption at a time of year when many are busy entertaining, or being entertained.”
“Retailers can maximise the sparkling water opportunity by offering choice within their soft drink range and pack formats to suit a variety of occasions such as intimate celebrations or bigger parties with friends and family. Our campaign also highlights the taste and provenance credentials of our Scottish water, helping to reinforce our position as a quality option that consumers can be proud to serve and enjoy at special occasions.
“We’re confident that this activity will help to drive demand for sparkling water and increase frequency throughout the season.”
The latest activity from Highland Spring comes after the successful launch of its £5m ‘Brave By Nature’ multi-channel campaign in May 2017 which included TV advertising that returns to screens across the country throughout October and November.
Highland Spring Sparkling is available in 500ml, 1l and 1.5l PET bottles and 330ml, 750ml and 1l glass .
[i] Zenith UK Plain Bottled Water Report 2017
[ii] IRI Total Market 52 w/e 14.10.17