UK: Highland Spring commits to advertising spend

Highland Spring is splashing out GBP11m (US$19m) on a television and press advertising campaign promoting its organic credentials.
 
The water company will air a new advert from 17 April to mid June 2006 on all ITV terrestrial and multi-channel stations in the UK.

The commercial features a Scottish landscape and is signed off "Drawn from organic land. Reassuringly pure".
 
Seven new press ads with a similar strapline will appear in lifestyle magazines and newspapers from early April running for the rest of the year, together with 48 posters in the London Underground this July.

Highland Spring marketing director Sally Stanley said: "The provenance of Highland Spring is fundamental to our brand strategy. This is further enhanced by our organic land status, which consumers are finding increasingly appealing and reassuring.

"This advertising campaign captures the essence of Highland Spring perfectly, showing the long journey our water makes through a wild and rugged environment before it reaches the consumer in its pure and natural state, having been filtered through organic land on its way."
 
Highland Spring is the fastest growing of the top five bottled water brands in the UK, and topped the sparkling water market during 2005 with 13% growth, in a sector growing at 2.5%. The company saw still water sales increase 12%, compared to an overall still sector growth of 5.7%.