We’ve just created the Hydr8 brand, which replaces an existing ‘value’ product for the Highland Spring Group. Unlike many other brands in this marketplace, Hydr8 is 100% British water from protected rural sites. An advantage and marketing claim we made full use of on the label.
The name Hydr8 relates to the 8 glasses of water a day that docs tell us to drink to keep hydrated and healthy. The '8' was interpreted graphically with an infinity strip representing the continuous cycle of water to and from nature, all re-enforced by the strap-line ‘Never ending Hydration'.
Three months from launch, Hydr8 was the most successful bottled water ever in ‘value’ sales. Aggressive annual sales targets have already been achieved and if the new forecast for the end of 2011 is met, Hydr8 will be the 7th biggest brand in the take-home category. And all in just 10 months and with no promotion or marketing activity!
Our work has just been awarded a Design Effectiveness Award by the DBA.