Highland Spring has unveiled a new on-pack promotion which gives consumers the chance to bag prizes with added oomph – hence the clever campaign title of ‘H2Oomph’.
Kicking off from February, ‘H2Oomph’ forms part of the brand’s ongoing ‘Brave By Nature’ positioning. Consumers can instantly win a range of prizes that are a bit different, including a weekend break in an unusual location, 4D cinema tickets and the chance to tackle an aqua assault course.
The promo runs on Highland Spring’s Still 500ml flat cap and 750ml sports cap on-the-go single bottles and multipacks in stores until June and gives shoppers the chance to win one of 10,000 prizes.
It will be supported by a fully-integrated communications plan that includes in-store, social media and PR activity coupled with out-of-home and digital advertising. The marketing campaign launches in April.
“One of our key priorities at Highland Spring is promoting healthy hydration options for all, and this is what ‘Brave By Nature’, and ‘H2Oomph’ are all about; encouraging people to stay hydrated to help them turn every day into a good day,” said Karen Crowley, Head of Consumer Marketing at Highland Spring Group.
“Whether it’s taking an iconic train journey or one-upping the everyday cinema experience, we’re offering consumers the tools to do this with added oomph.”
The news comes as the brand unveils a packaging refresh for its 1-ltr, 750ml and 330ml glass bottles. Launching in March, the design mirrors the new look introduced to the PET range, updated in 2017, and highlights the brands provenance and heritage messaging with a modern, sleek design.