Well Well Well seeks agency for £3m Aqua Pura account

Bottled water company Well Well Well is seeking an advertising agency to work on its Aqua Pura account, worth up to £3m.

Well Well Well is using the services of the AAR to select a shortlist. The company does not employ a creative above-the-line agency.

Earlier this year, the company began repositioning Aqua-Pura to focus on its health benefits, rather than promoting its origins as the unique selling point. New packaging was accompanied by the “Pura Mind, Pura Body” strapline to emphasise the health benefits of the brand and introduction of the Pura People cartoon characters.

The company’s consumer marketing division is headed by sales and marketing director Kevin Bolt and its spend last year was £591,000, according to AC Nielsen MMS. It also has a three-year Aqua-Pura sponsorship programme with UK Athletics.

Aqua Pura is extracted and bottled at source at Armathwaite, Cumbria, and is available in still and sparkling varieties as well as a wide range of sizes.Well Well Well also produces Aqua Fruita Natural Fruit Flavour and premium mineral water brands Ashe Park and 10°.


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