Thirsty planet talk

Nicky Cain, the marketing and advertisement manager of Thirsty Planet came into LCA as a visiting professional, in order to give a greater insight into the company and their ethics. As this brief was already selected, this piece of primary research was highly influential, as it allowed first hand knowledge of what was wanted for the brief.

Labeling themselves as Britain's oldest bottled water, Harrogate water is the base of the the thirsty planet charity. The charity itself aims to provide fresh water for those in Africa.

The charity is 100% recyclable, promoting sustainability as a key factor. 90% of raw materials used are sourced from within a 90 mile radius, highlighting efficiency as well as environmental cost.In terms of donation it is said that 95p of £1 goes to pump aid, embedding the charity as efficient.

Elephant water pumps are used by pump aid, who work alongside Thirsty planet in order to promote clean water in Africa. The pump is said to be self efficient, and thus the community are able to fix the pump is issues derive, in turn promoting a long term water source.

The charity itself aims to be the number 1 ethical water company, with both bottle sizes for adults/children, promoting a lack of waste. This is further embedded with the charity being associated with keep Britain tidy.

With the most hi-tech production line in the UK, the Harrogate brand is growing by 30%, in turn allowing over 2million to be raised for pump aid so far. With a new campaign being needed in order to further promote the brand.


Standing out

The water market is highly competitive and thus it is essential that the company stand out, below are some of their key selling points

Fixed donation

Guaranteed donation for every bottle

Customers: Waitross, Asda, Booths

Ethical company 

100% recyclable 

95p per £1

In terms of design it was suggested that a friendly approach should be maintained, although the style must not appear childish. It was also suggested that hand drawn approaches are effective, as well as the promotion of hand rendered type. 

My Own thoughts on the talk

I personally felt by the pitch that she didn’t seem as if she cared about the charity more so the profit, and charities representation, in turn attempting to promote Harrogate water through the charities good press etc. I also felt that the selling of water relates to consumerism, as it is a natural resource and thus no one owns it. 

Obviously, as this is my own personal opinion I will not promote these ideologies through the design. If I were developing this brief upon my own, I would have personally changed the brief as I am unsure upon the motivation behind the charity, although stating this they do promote clean water in Africa and thus they do have positive aspects. As a result of this I am to push these negative connotations out, and focus directly upon the positive aspirations of the charity.