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Buxton spends £2m on summer campaign
New campaign for natural mineral water brand
Mineral water brand, Buxton, is spending £2m on a summer marketing programme, which includes a new advertising campaign and continuing support of The Wimbledon Championships.
The advertising campaign targets women aged 22-55 who are already regular buyers of bottled water and features the new strapline, Nothing touches it, to communicate the fact that nothing touches Buxton on its way to the surface.
Developed by Publicis, the campaign is designed to establish Buxton's purity credentials and coincides with a revamp of the brand's bottle design across all formats.
The campaign is being introduced using press and radio support this year, with a multi-media integrated campaign planned for 2007.
The press executions, appearing in targeted women's magazines and national weekend supplements, will feature photography by water specialist Shinichi Maruyama. The accompanying radio campaign will include a voice over by comedian, Jimmy Carr.
As part of Buxton's status as the Official Mineral Water to the Wimbledon Championships, for the sixth year running, the brand will be seen on all Championships' Courts in 2006. A tennis themed on-pack promotion entitled, Serve for £1million, also appears on 50cl bottles in the build up to The Championships.
Aoife Burnell, marketing director, said: "2006 has been a big year for us with major investment in our Buxton plant, a complete bottle refresh across all formats, NPD kids' flavours and 1-litre sports cap, a new advertising brand campaign, plus our on-going involvement as The Official Mineral Water to the Wimbledon Championships with a tennis-themed on-pack promotion and supporting public relations campaign. This level of investment puts the brand in pole position to achieve its status as the No. 1 English Mineral Water by 2007. "
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