Highland Spring introduces ‘A to Anywhere’ – the latest strand in its ‘Brave by Nature’ multi-channel brand campaign. With 89% of consumers not drinking enough water on a daily basis, the activity is set to help educate consumers on the importance of healthy hydration and drive growth in the bottled water category.
As the UK’s leading ethical producer of natural source bottled water, from the Ochil Hills in Perthshire, Highland Spring is championing healthy hydration to get consumers from ‘A to Anywhere’.
The £1.75 million campaign will position the brand as the natural choice for staying hydrated on everyday journeys, no matter where you are going or what the day throws at you.
It will include Highland Spring’s biggest experiential activation since it was founded in 1979. Inspired by Scotland’s Ochil Hills, the fully interactive brand immersion event will start in Glasgow this May then continue on to Manchester and London through to June.
The activity will take consumers on their own hydration journey by displaying a showcase of hydration facts and statistics, sourced in partnership with the Natural Hydration Council (NHC) of which Highland Spring is a founding member.
LCD displays featuring the waterfalls of Alva Glen and a 360-degree virtual reality (VR) experience will transport consumers to the protected land where all Highland Spring waters are sourced from.
An integral part of the activation will be educating consumers on the brand’s environmental credentials and how they can play their part in the road to change by ensuring every bottle gets recycled for a second life.
Earlier this year, Highland Spring launched its new eco bottle™, made from 100% recycled and recyclable plastic. The eco bottle joins the existing Highland Spring range, where all bottles can be recycled to give them multiple lives.
Brand ambassadors named ‘Hydration Heroes’ and ‘Recycling Heroes’ will be distributing Highland Spring eco bottles™ to consumers in need of everyday hydration on selected days throughout the campaign. Consumers will learn more about the circular economy of plastic and be encouraged to recycle the bottles afterwards.
Other key elements of the ‘A to Anywhere’ campaign include TV advertising in Scotland as well as an outdoor digital campaign in Glasgow and London, targeting rail and underground stations. PR, social media and influencer marketing will also help drive further awareness.
Carol Saunders, Head of Marketing at Highland Spring Group, said: “‘As we move into year three of our ‘Brave by Nature’ brand campaign we are confident that ‘A to Anywhere’ will inspire consumers to think more about the importance of staying hydrated and the need to drink water throughout the day, wherever they are. We want people to learn that our bottles have multiple lives when disposed of responsibly and as part of this, we will be truly immersing them in the Highland Spring brand – helping them to uncover the beauty of the Ochil Hills, our commitment to the environment and, of course, the unrivalled taste of our Highland Spring natural source water.”
‘A to Anywhere’ will continue through to September when Highland Spring will be unveiled as the Official Hydration Partner of the Solheim Cup 2019. This prestigious women’s biennial golf tournament will take place at Gleneagles from 9th – 15th September, where Highland Spring will offer healthy hydration to players and spectators alike.