Frucor Beverages relaunches h2go Pure water brand via Colenso BBDO and Unified Brands
Frucor Beverages, together with Colenso BBDO and Unified Brands have relaunched the h2go Pure water brand.
The strategic thinking is based around a fundamental shift in how they view the h2go brand. Up until now h2go, and in fact most other water brands, have seen themselves as just that; water brands that come in bottles. This has resulted in a highly commoditised category with little in the way of real differentiation.
The shift for h2go has been to stop seeing itself as a water brand that comes in a bottle, and start viewing itself as a bottle brand that comes with water in it.
Says Monica Yianakis, marketing manager for hydration, Frucor Beverages: “Our water bottles are constant companions for a lot of people. For many, they’re as much of an accessory as a watch or a phone. And we know that the water itself is highly commoditised; it even comes out of taps these days. So our point of difference will be based around our bottles. Our bottles will be the most interesting, creative and expressive bottles you can buy, and we’ll be changing them out frequently. Kind of refreshing for a water brand right?”
The new bottle range, designed by Unified Brands, consists of four eye-catching designs across the pure range. Colenso, with the help of Assembly, have designed stunning outdoor creative using the bottle artwork to launch the new bottle range. The work, along with a fun online film, launches a new positioning line for h2go – “how refreshing”. A positioning that celebrates an attitude as much as their new approach.
The h2go Zero range, launched in September last year, remains in their current clothes specific to flavour profile.
Client: Frucor Beverages NZ
Marketing Manager – Hydration & Lifestyle: Monica Yianakis
Brand Manager – h2go: Natalie Johnson
Agency: Colenso BBDO
Creative Director: Levi Slavin
Creative Team: Beth O’Brien & Jesse Stevens
Agency Producers: Serena Fountain-Jones
Head of Planning: Andy McLeish
Account Team: Tim Ellis, Samantha Parsons & Eileen Cosgrove-Moloney
Agency: Unified Brands
Managing Director: Michael Robertson
Creative Director: Ben Percival
Design Director: Leonie Whyte
Production companies:
Print Production: Assembly
Film Production: Flying Fish
Music Arrangement: Franklin Rd