Thirsty Planet
The Brief
Your brief is to create a campaign to raise awareness of the newly branded Thirsty Planet range within 18-24 year olds. Our challenge is to make enjoying healthy hydration, whilst also doing good, ‘cool’
Background
Harrogate Water Brands is the UK’s largest family-owned, independent bottled water producer. We’re passionate about what we do. We are award-winning bottlers of one of the finest naturally sourced waters in the world.
As the home of British bottled water, Harrogate has a unique water heritage, dating back to 1571. Sister brand to Harrogate Spring Water, Thirsty Planet was launched in 2007; its remit was simple, to give something back to those who need it most.
Thirsty Planet chose to partner with the charity Pump Aid, which provides clean water solutions in sub-Saharan Africa. An efficient, relatively low-profile charity; 90p from every £1 goes into direct delivery.
Since 2007, Thirsty Planet has been the dedicated charity water brand that has been committed to doing more; guaranteeing more money per bottle goes to charity and ensuring more money donated, goes into direct project delivery in Africa. We are proud that as Pump Aid’s primary benefactor, Thirsty Planet has already donated over £1.9 million, helping provide 1.35 million people with clean, safe water. The clean water that Pump Aid provides has a massive impact on health and has transformed communities, enabling children to go to school and crops to be irrigated.
Thirsty Planet has enjoyed success across retail and food-service, though in recent years it has experienced challenges. We’re pioneers in the ethical water category – we know our stuff! But Thirsty Planet now has a number of competitors. Competition is good, but consumer research showed that ethical water consumers were confused. They simply wanted a water that lived up to its promises, took a confident stand and gave them an easy reason to choose that brand.
We undertook extensive consumer research that showed that Thirsty Planet was seen to be trusted, described as ‘earnest’ and ‘friendly’ but needed to have a stronger tone of voice, to become the authority in the sector and give consumers a single easy reason to choose it… basically, we’ve not been bold enough to communicate what we do and the great things we’ve achieved.
The Product
Thirsty Planet spring water sells through retail, food-service and vending partners. With many independent and major retailers proud to supply Thirsty Planet, including Waitrose. It is also available in restaurants and catering outlets including Peyton and Byrne, Bartlett Mitchell and Gaucho restaurants
A guaranteed 4 pence from every litre of Thirsty Planet sold is donated straight to Pump Aid. Thirsty Planet’s guaranteed and consistent monthly donations ensure that Pump Aid has the financial security to plan ahead and expand its operations.
The Charity
Since starting as a small community project in Zimbabwe, Pump Aid has grown into one of the leading water charities in Africa, having raised more than £15 million since inception. Its aim is to help tackle unsafe water which remains Africa’s biggest killer of children claiming 4,000 young lives a day – five times the number killed by HIV/AIDS and twice as many as those claimed by malaria. Pump Aid provide over 10% of the rural water supply in both Zimbabwe and Malawi.
What makes Thirsty Planet different from the competition?
Thirsty Planet differs from its competitors in that it contributes a fixed, guaranteed donation with every bottle sold. It does not pledge an unknown profit or a percentage of profit; instead it forms a sustainable model which allows the charity to plan delivery and provides complete transparency.
Our most important message is ‘Every bottle means a guaranteed donation to charity’ (this is not always a given!)
The Creative Challenge
Your brief is to create a campaign to raise awareness of the newly branded Thirsty Planet range within 18-24 year olds. The campaign must capture the attention and imagination of the target audience. We want interaction and the opportunity to develop loyalty. We want to stand out from other charitable water brands on the market.
We’d like you to create a campaign that is loved by students for all the right reasons and encourages consumers to become involved, utilising the thirsty-planet.com website as a social hub.
The creative can take any form, for example print, infographics or even video, but it must appeal to the target audience and should be memorable and encourage engagement.
Our challenge is to make healthy hydration, whilst doing good, ‘cool’. To come up with creative that is fun, engaging, allows consumer interaction and promotes loyalty. Research showed that ‘cool’ is important too… Ethical messages aside, we simply had to look cool.
Target Audience
The core bottled water market is 18 – 40 year olds, with a female bias. The target audience for this campaign is 18 – 24 year olds. These are also the people who have the opportunity to have a real voice and make a significant impact. They are enthusiastic, receptive and should be the driving force behind accelerating Thirsty Planet’s growth.
Brand Guidelines
Thirsty Planet is currently undergoing a brand refresh. The new brand guidelines are now available in the Project Pack. The new website and updated social channels shall be live from 31/01/2017. Products carrying the new packaging will be available from February 2017.
The brand guidelines and all brand collateral available for your use will be available in the supporting project pack. This information shall be available for use within your YCN Student Awards entry only; we would appreciate that its use be kept solely for this purpose and is not for onward circulation.
Mandatories
Your work must utilise the new Thirsty Planet brand guidelines (available in the Project Pack from December 2016) and include the Thirsty Planet logo, ‘The power of positive drinking’ strapline and use the postivedrinking.org website address.
The other branded elements are available to use, though not mandatory.
What this means to the team and I:
-Some form of a campaign should be developed in order to gain the attention of an 18-24 year old consumer, with a female bias.
-10p donated per bottle
-Provide 1.35 million people with clean water
-Slogans should be used from the project pack
- ‘Every bottle means a guaranteed donation to charity’
-The work must utilise the new Thirsty Planet brand guidelines (available in the Project Pack from December 2016) and include the Thirsty Planet logo, ‘The power of positive drinking’ strapline and use the postivedrinking.org website address.
-As a company they recycle largely and thus this must be highlighted within the campaign.
-The charity focuses on Zimbabwe and Malawi.
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