Highland Spring plots to topple Evian as UK’s No.1

Highland Spring is rolling out an aggressive strategy to steal the top spot as the UK’s biggest selling bottled water brand from Evian within the next two years, as it readies the launch of a new brand campaign next month.

Currently, Highland Spring holds a brand volume share of 8.6% in the bottled water market, compared to Danone Waters’ Evian, with 9.7%, according to Zenith International data.

But Mark Wickens, chairman of branding agency Brandhouse, says if Highland Spring did manage to topple Evian, it would be more as a consequence of Evian’s “dropping sales”.

Consultant and former Britvic marketing director Andrew Marsden says that Highland Spring is making a “challenging claim”, given that Evian is “unquestionably a much stronger global brand”.

“One of the issues here is the strength of a traditionally on-premise based product such as Highland Spring versus a big consumer brand, Evian,” Marsden says.

He adds it will also come down to the clarity of the brand positioning. “Highland Spring is predominantly a natural, Scottish- based representation and I’m not quite sure that consumers see it as being competitive to Evian.”

Highland Spring marketing director Sally Stanley says the campaign will aim to build the brand by focusing on pushing its “stature”.

While she would not reveal details of the creative, she says it will “move on and be a bit more disruptive than what the category has shown to date”. The campaign will encompass press ads and the relaunch of its website to become more interactive.

The ads have been created by advertising agency Merle, and the new website by GRP. The campaign will closely follow the launch earlier this month of new-look packaging for its bottles.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here