Highland Spring unveils new brand positioning

Highland Spring has announced new brand positioning, "Water as Nature Intended," bringing a fresh approach to the natural source spring water brand. The new positioning tells the story of how Highland Spring water is sourced from untouched, organic land in the majestic Ochil Hills in Perthshire, Scotland.

Highland Spring is launching an innovative Billboard campaign (from 31 July – 31 August) to introduce the new campaign, which aims to captivate and engage urban dwellers and visitors in London. The creatives for the campaign bring the essence of the Ochil Hills to the capital to transport Londoners to the source of the Highland Spring water product. The campaign visuals which showcase Highland Springs natural source and origin helps consumers understand the journey of the water which begins with rain falling and then filtering through the land, where it is then bottled at source.

Thoughtfully designed to deliver the "Water as Nature Intended" message, the campaign, which was developed by marketing agency, Juice, will see various touchpoints across the city. Engaging billboards, digital displays, and interactive installations will be placed in urban locations, inviting the public to experience Highland Spring's refreshing connection to nature first-hand.

The focal point of the OOH activations is a highly innovative and engaging Oxford Circus underground takeover, which will include an interactive and scented billboard. Commuters and travellers passing through the bustling underground station will have a unique sensory experience which immerses them in the picturesque landscapes of the Ochil Hills.

Commenting on the new positioning and campaign, Nic Yates, Marketing Director at Highland Spring Group, said, "We are thrilled to unveil our new brand positioning and OOH campaign which connects consumers to the source of our water and its special relationship with nature. The campaign aim is to transport the sights and scents of the Highland Spring source in the Ochil Hills, Scotland right into the heart of the city, offering a moment of tranquillity amid the urban hustle."

Emily Wright, Business Strategy Partner at Juice, said, "Highland Spring worked with us to strip the brand right back to the fundamentals and think really deeply about it – not something that many businesses are brave enough to do. We knew we were handling something precious that had a great story, and with all the assets to accompany the new positioning having been created here at Juice, the campaign will be consistent and a breath of fresh air. We are super excited to see the results and see it across London in August.”