CREATING THE BIG IDEA FOR A REFRESHING NEW WATER BRAND
Entrepreneur, Jamie Douglas Hamilton, approached us with a fascinating story and innovative concept for a new bottled water.
In 2014 he set two Guinness World Records rowing 5,000 miles across the Indian Ocean for charity. Battling the ocean’s currents, storms and even a hurricane, physical demands were so extreme that Jamie and the crew had to drink at least 9 litres of water a day as they burned up to 10,000 calories. It led them to the discovery of mixing every second bottle of water with one third sea water to help increase energy levels and reduce hallucinations, and consequently led Jamie on a quest to bottle the most hydrating water on the market.
Having pitched against a global expert, he recognised our shared desire for speed, collaboration, passion and bravery. We were appointed to brand, package and launch his new alkaline water product.
We used our world-class system thinking and branding expertise to turn robust insight into a compelling proposition that would cut through in the growing – but cluttered – water category, and help educate on the benefits of alkalinity in the undeveloped UK market.
Our consumer research identified that rapid hydration and powerful antioxidants were the lead functional benefits and pH was a shorthand for communicating alkalinity, leading us to the name ACTIPH. We sparked from waterfalls as our key creative device – they naturally create antioxidants and ACTIPH recreates the same powerful ionising effects to rapidly hydrate.
We combined the waterfall with the motivating strapline ‘Take life to a higher level’ across packaging, website, point of sale and event branding.
A strong brand helped secure significant private equity investment and ACTIPH is now being seeded nationally across health food and high-end retailers, including Harrods, where it’s currently selling 1,000 bottles per week.