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product news: Highland Spring gives campaign some oomph

John Wood ·

Highland Spring has unveiled its latest campaign, titled H2Oomph.

Encouraging consumers to enjoy life with added value, the activity kicks off with a new on-pack promotion and forms part of the brand’s ongoing ‘Brave By Nature’ positioning.

Consumers will be given the opportunity win experiences with added oomph - familiar activities that have been maximised to their fullest. From a weekend break in an unusual location, to 4D cinema tickets and aqua assault course tickets, winners will be given the chance to do something a bit different.

The instant win mechanic will appear on Highland Spring’s Still 500ml flat cap and 750ml sports cap on-the-go single bottles and multipack in stores until June with 10,000 prizes on offer.

Karen Crowley, head of consumer marketing at Highland Spring Group, commented: “Reaction to our ‘Brave By Nature’ launch in 2017 was very positive and we are excited to announce the next phase of the campaign, reinforcing this message to our consumers.

“One of our key priorities at Highland Spring is promoting healthy hydration options for all, and this is what ‘Brave By Nature’, and ‘H2Oomph’ is all about; encouraging people to stay hydrated to help them turn every day into a good day. Whether it’s taking an iconic train journey or one-upping the everyday cinema experience, we’re offering consumers the tools to do this with added oomph.

“This activity forms part of our long-term category strategy designed to help unlock the potential that exists within bottled water by encouraging consumers to get into the habit of drinking water regularly and encouraging healthy choices.”

The on-pack promotion will be supported by a fully integrated communications plan that will include in-store activation, out of home and digital advertising, PR and social media activity, implemented from April 2018.

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