- be a national brand (Welsh Water, Swedish water or a localised brand)

- stick a mountain on the label

- be a sports water

- just be cheap water

- be a very posh premium European water (too late, positions filled)

So coming into this market the brief if actually quite simple; do something to really stand out and carve out a little niche. Presumably you’ve seen the musical hamsters for the Drench water brand?

It’s an example of advertising led product branding: http://bit.ly/4YSvIc plus its a bit of a laugh.

They used “auditions” to great effect in a pre-release of the ad thru media relations: http://bit.ly/5KNuqX

The spot was put together by a small modern ad agency http://www.chiandpartners.com/#/about/ that is conversant across media and blurs the old fashioned line between advertising, marketing and PR sectors.

Here’s a dodgy voxpops of consumers on the street on what they thought of the ad/brand: http://bit.ly/5S2FBx

The idea of creating a stand out item in a saturated market like bottled water is interesting and could be done without the flash in the pan and expensive media buy for a limited run advertising concept, although I’m sure it more than paid for itself there’s probably a better way of grabbing a bit of the market.

Like the Another Bloody Water brand, its funny, simple and stands out and they probably don’t throw around a lot of money on media and hamster wranglers.