Strathmore Spring Water TV Commercials 2007

Strathmore Spring Water TV Commercials 2007

AG Barr is launching a 1m advertising push for its Strathmore spring water with the aim of boosting its appeal. It is the company's first major marketing investment since it acquired the brand in June last year.

AG Barr is launching a £1m advertising push for its Strathmore spring water with the aim of boosting its appeal. It is the company's first major marketing investment since it acquired the brand in June last year.

A TV campaign, which has been created by The Leith Agency, will break this month, to be supported by outdoor work and an on-pack promotion. It aims to position the brand against rivals Volvic and Evian, which are both owned by Danone.

AG Barr commercial director Jonathan Kemp says the focus of the marketing spend will be in Scotland. He says: "Looking at the market, Scottish people like drinking Scottish water, so our marketing spend will focus there". But he adds that despite the new investment in marketing, there are no plans for a "big overhaul" of the brand.

The company acquired the water brand for £15m from US drinks company Constellation last year. It is the fourth largest water brand by retail value, but the market is an increasingly competitive one. It appointed Edinburgh-based The Leith Agency to handle advertising earlier this year, without a pitch. The agency already worked on the company's Irn-Bru brand.

Strathmore Spring Water TV Commercials 2007
Company: Leith Agency | http://www.leith.co.uk

"Strathmore is an A G Barr brand, and this is clearly very different to anything we've done for IRN-BRU. The ad was written by Mark Davies and Mikey Kinlan and directed by Martin Wedderburn of MTP. Post production was done by Smoke & Mirrors. We shot the ad in a disused warehouse in Govan, Glasgow and it features the ace Belgian double dutch crew DDF. Here is a bit more of DDF in competitive action.

The music for the ad is by Scottish musicians Martyn Bennett and Martin Low.
The track is called Spree and is used with the kind permission of Martyn Bennett's wife (Martyn died in 2005)."

After a lengthy process of Leithal Thinking to determine how best to promote Strathmore, we arrived at the point of “invigoration for mind and body”.

The subsequent TV ads we produced completely reinvigorated the water market, presenting a younger more urban and energised product that increased awareness of the brand to 71% of our target audience and doubled spontaneous brand awareness for a product never promoted on TV before.

Leith Agency, 37 The Shore,Edinburgh EH6 6QU | Telephone: 0131 561 8600

Ribbons and Skipping – Strathmore Water 01

Ribbons and Skipping – Strathmore Water 02