Highland Spring, the UK’s leading producer of natural source bottled water, has unveiled its latest campaign, titled ‘H2Oomph’. Encouraging consumers to enjoy life with added value, the activity kicks off with a bold new on-pack promotion from February and forms part of the brand’s ongoing ‘Brave By Nature’ positioning for 2018.

Reinforcing the message that Highland Spring consumers are naturally driven to do more each day, ‘H2Oomph’ will show consumers how being hydrated can allow them to make the most of their everyday, said the company in a statement.

Consumers will be given the opportunity to shake up the norm by winning experiences with added oomph – familiar activities that have been maximised to their fullest. From a weekend break in an unusual location, to 4D cinema tickets and aqua assault course tickets, winners will be given the chance to do something a bit different.

The instant win mechanic will appear on Highland Spring’s Still 500ml flat cap and 750ml sports cap on-the-go single bottles and multipack in stores nationwide until June and will give the nation the chance to win one of 10,000 prizes on offer.

The on-pack design stands out with a specially selected campaign typeface and yellow colour accents that balance the brand’s iconic purple, as well as incorporating the key Brave By Nature parachuting hero visual from the brand’s TV advert.

The campaign launches as Highland Spring continues to perform ahead of the category, with 23.2 percent value and 17.7 per cent volume growth in the 12 weeks preceding January, according to Market research company IRI.

Karen Crowley, head of consumer marketing at Highland Spring Group, commented: “One of our key priorities at Highland Spring is promoting healthy hydration options for all, and this is what ‘Brave By Nature’, and ‘H2Oomph’ is all about; encouraging people to stay hydrated to help them turn every day into a good day. Whether it’s taking an iconic train journey or one-upping the everyday cinema experience, we’re offering consumers the tools to do this with added oomph.”

The on-pack promotion will be supported by a fully integrated communications plan that will include in-store activation, out of home and digital advertising, PR and social media activity, implemented from April 2018.

The brand’s first campaign of 2018 follows continued investment by Highland Spring Group to build on its position as a leader in the category. The last year has seen the launch of the ongoing ‘Brave By Nature’ campaign as well as the brand promoting healthy hydration habits amongst children and families.

The news also comes as the brand unveils a packaging refresh for its 1l, 750ml and 330ml glass bottles. Launching in March 2018, the design mirrors the fresh new look introduced to the PET range, updated in 2017, and highlights the brands provenance and heritage messaging with a modern, sleek design.