Highland Spring has launched its first ever above-the-line advertising campaign for sparkling water as part of a quarter of a million pound investment in outdoor media and on-pack promotional activity.
The sparkling water firm enlisted Story to create the ‘Escape to a Sparkling Moment’ brand proposition offering consumers the chance to win a free trip to Gleneagles.
The campaign imagery was shot by award-winning photographer, David Boni, who was tasked with building on the brand’s association with the Scottish Highlands. The ad campaign will include the London Underground, roadside six-sheets, and a large mega six special build in London’s Holland Park.
Andrea McQuaid, head of brand marketing at Highland Spring Group, said: “Sparkling water is a special, guilt-free treat that enhances ‘me-time’ whether spent alone, with a partner or with friends.
“By using the latest ground-breaking photographic techniques, our first ever ATL campaign for Sparkling, depicts this ‘sparkling moment’ and gives consumers the opportunity to ‘escape’ the day-to-day.”
Jim Kelly, deputy managing director of Story, added: “Scotland is a magical country steeped in beautiful and luxurious landscapes. Our message is simple: by enjoying Highland Spring Sparkling from the protected Ochils in Scotland, you can escape the humdrum and daily grind to a sparkling moment.”
The call to action signposts highlandspring.com and Highland Spring’s Facebook page where consumers can enter the competition, which finishes 12 April 2015.
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