Thirsty Planet has clarified the strength of its ethical position with the message: ‘We donate to Africa with every bottle’ now appearing prominently on each individual bottle. The bold strapline makes it immediately obvious to consumers that they are making an ethical purchase which promises to deliver a specified contribution, direct to the charity with every bottle purchased.
The rebrand is the result of independent consumer research, which suggested existing confusion amongst buyers of charity bottled water. The research highlighted that consumers required clearer on-pack messaging, complete transparency on the cause their money supports and how much money has been raised, as well as a guarantee that their purchase makes a tangible difference every time.
Thirsty Planet is now forging ahead with plans to increase its profile as the most ethical bottled water brand on the market, launching its new packaging in time for ’Back to School’. The relaunch coincides with Thirsty Planet achieving a milestone donation of £1.6m to award-winning charity Pump Aid this month. All donations go towards building water pumps that deliver a sustainable supply of clean, safe drinking water to rural communities in Africa.
?James Cain, managing director of parent company Water Brands, explained: “As experts in the production and manufacture of naturally sourced spring water, we’re really very proud to have achieved over £1.6m in donations to Pump Aid through Thirsty Planet.
“We believe our simple ‘You Hydrate We Donate’ mantra prevents any ambiguity for the consumer. We have always remained dedicated to providing our customers with the highest quality product whilst being wholly committed to ensuring all donations through Thirsty Planet remain entirely measurable and auditable.
“We’re in a unique position to be able to demonstrate the good that comes with our partnership with Pump Aid to each and every one of our customers; providing clear, visible evidence of the outcome of their donation, to really drive home the benefits of buying Thirsty Planet.”
The new packaging, by Thompson Brand Partners, uses the African veldt and a series of bespoke illustrations to create a unique landscape and colourful, quirky look and feel, designed to appeal to conscientious grown-ups and children alike. The water droplet logo remains.
Source: Thirsty Planet
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