Available at retailers nationwide from July 2015, the brand new ‘Mount Franklin’ bottle design features modern, clean lines and a unique shape that celebrates its content – Australian spring water of exceptional quality and purity. The eye-catching new bottle delivers a distinctive and premium look with fluid curves evoking water and movement.
The new bottle shape not only looks striking, but fits smoothly and comfortably in hand. At the same time, the bottled water brand is revealing a fresh and modern visual identity across the entire Still and Lightly Sparkling range, designed for extra stand-out on shelf and in line with its premium positioning. The new look builds on the ‘Mount Franklin’ heritage and key brand assets, reinterpreting them in a modern way.
The activity will be supported by a multi-phased nationwide marketing campaign. Impactful out of home (OOH) advertising will launch in July, followed by an integrated marketing campaign leading into summer 2015 to drive visibility and awareness for Mount Franklin.
“’Mount Franklin’ is a loved and trusted Australian brand and has been keeping Australians hydrated and refreshed for over 20 years. We are committed to offering consumers a premium bottled water experience and helping to drive incremental value for our customers. We will also significantly increase our media investment in the ‘Mount Franklin’ brand, by 30% versus 2014” explains Victoria Fraser, Group Marketing Manager, CCA Brands.
“The health and wellness macro trend is continuing. ‘Mount Franklin’ continues to be a convenient and easy choice for Australians who want to stay healthy and hydrated.”
* Source: Digital Edge brand health tracker, national sample, 2014