Highland Spring is one of the UK’s leading brands delivering bottled water from their privately owned, certified organic catchment in the Ochil Hills, Perthshire.

Adspend on bottled water grew by 32% in 2017, increasing competition for Highland Spring.  With share of voice declining their ambition was to become the #1 choice in a low-involvement category.  A new brand identity encouraged the UK to be “Brave by Nature”, being hydrated to get more out of their busy lives and tackle everything that’s thrown at them.

Republic of Media supported a fully integrated UK-wide marketing initiative covering TV advertising, sponsorship, Video-on-Demand, Digital advertising and social media.  The campaign helped Highland Spring smash targets and achieve the #1 supermarket brand target.

Brave content was sought out to push that connection, whether it was the premiere of Game of Thrones or the final British & Irish Lions Test in New Zealand. We even sponsored some of Sky’s bravest content, including The Blacklist & NCIS, which added frequency to the campaign. This strategy was replicated through YouTube and native content, seeding our video out only when contextually appropriate. Following the Brave By Nature campaign, not only were the brand buzz targets smashed but ad awareness was at its highest level since 2013.