Between 2014 - 2016 we worked closely with Coca-Cola to help them reposition and launch a number of their hydration brands.
SMARTWATER
SmartWater was established in the USA but had yet to gain any traction in the UK. We were tasked with developing a positioning and launch campaign.
With so many water brands already competing for attention, and confusion around the term ‘smart’, the task wasn’t easy. We knew that our audience were driven by health and nature - so we focused on the science behind our product and our ability to recreate the natural process that produces water.
A campaign that focused on our recreation of the water cycle that is inspired by clouds.
Our campaign included digital takeovers of London train stations, and a Smartwater launch experience, which was hosted by Kylie Minogue.
The ‘Inspired by Clouds’ platform continued into our Christmas campaign.
VITAMINWATER
Glaceau Vitaminwater faced two significant business challenges. First was eroding brand relevance. Second was proving that it is a brand aligned with a sceptical consumer base with an always-on lifestyle.
Our audience live busy lives and they have little time for bullshit.
We created a platform idea that allowed us to speak with them honestly about their experiences and position the brand as a guide through modern life. We created a modern life guru that encouraged our audience to keep their heads when everyone around them is losing theirs.
We used our ‘Guru’ character as a key visual across our OOH and digital.
CHAUDFONTAINE
Losing ground in the Nordic water market, Chaudfontaine challenged us to give the brand a position in the modern age, but still relevant to their brand history.
Chaudfontaine is a Belgian town located in the province of Liège.
It is a serene, peaceful world where people live at their own pace. We wanted to bring a touch of Chaudfontaine to modern life.
We developed a positioning and platform that championed Chaudfontaine water’s slow process as the antidote to one of modern life’s biggest challenges: speed.
