Highland Spring has launched a press campaign featuring scenes from classic Hollywood movies.
The “Iconic Love” campaign goes live today (May 20) with an outdoor ad. There are four executions that will launch throughout the year featuring Lassie, Charlie Chaplin, Tarzan and Frankenstein.
The campaign has been created by Glasgow-based agency Merle and each ad will incorporate the green Highland Spring glass bottle with the strap line “now that’s true love”.
The drinks company says that this is its biggest press campaign to date and the use of iconic movie images will help reinforce Highland Spring’s “quality and enduring appeal”.
The ads will be supported by a dedicated micro-site that will be launched alongside a new consumer website.
Marketing director Sally Stanley says: “I believe the new campaign reflects the classic appeal of Highland Spring in a truly engaging way. Highland Spring offers reassurance at a time when consumers are searching for brands they can really trust.”
The latest campaign is part of the drinks company’s aggressive strategy to win the top spot as the UK’s biggest selling bottled water brand from Evian within the next two years.