‘Iconic Love’ is Highland Spring’s biggest consumer press campaign to date, with the first execution being previewed today (20 May) on a 96-sheet backlit poster site, on the edge of the 2012 Olympic Village in London.
There are four executions to be showcased in national lifestyle media throughout the year, featuring Lassie, Charlie Chaplin, Tarzan and Frankenstein’s monster. Each ad incorporates the iconic, green Highland Spring glass bottle in the interaction between famous movie partners, with the line ‘Now that’s true love’. Media highlights include double-page spreads in Vogue, Glamour, Cosmopolitan and Empire.
Created by Glasgow-based creative agency Merle, the ads are a departure from Highland Spring’s recent advertising direction, and fall in the brand’s 30th anniversary year. Based on iconic movie images, the campaign reinforces Highland Spring’s quality and enduring appeal.
The campaign is supported by a dedicated microsite that will be launched alongside a new consumer website. Developed by Glasgow agency GRP, the website has been designed to help consumers engage with the brand’s valuable organic land credentials.
Sally Stanley, marketing director of Highland Spring, said: “I believe the new campaign reflects the classic appeal of Highland Spring in a truly engaging way. It allows the quality of the brand to shine through. Highland Spring offers reassurance at a time when consumers are searching for brands they can really trust.”
Diane Lurie, director of brand strategy at Merle, added: “The advertising helps people equate the brand with nurturing their loved ones by giving them the best – a very emotional territory that’s underpinned by Highland Spring’s organic credentials.”
Source: Highland Spring
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