Penta Water, the premium-priced bottled water sported as a fashion accessory by models and popstars, has signed up the branding agency behind Red Bull’s success to develop a more mainstream positioning.
Brand development agency Large, Smith & Walford was responsible for reviving Red Bull in 1995 after the energy drink performed poorly on its launch.
The agency devised a new strategy for the product and developed an advertising campaign in 1997. The advertising caused a furore and the Advertising Standards Authority took four years to investigate a complaint about some of the claims made for the drink (MW January 29, 2001).
Penta’s proposition is based on its claimed scientific credentials. Its makers contend that it rehydrates the body more swiftly than ordinary water, thanks to a process that, according to the company, creates smaller clusters of water molecules. It sells at approximately &£1.50 for 500ml, and is stocked in specialist retailers such as Fresh & Wild and Planet Organic. Penta Water was developed and launched by a family firm in the US in 1999 and is distributed in Europe by Penta UK. The UK operation is headed by managing director Debbie Flint, former QVC shopping channel presenter and direct-response television consultant. She says Large, Smith & Walford’s brand work could eventually lead to the appointment of a marketing agency.