Buxton challenged us to increase purchase frequency among their young professional audience. Could we encourage them to extend their water habit and consume more throughout their day?
This audience is notoriously time poor, and their mission is to find an easy grab-and-go solution, meaning we needed to disrupt the shopper journey at the key moment of truth.
The first stage was to develop highly relevant shopper messaging, focusing on the journey to and from work and the power of water to get you through the grueling commute on hot days.
The second was to seed this around key stockists, with digital and static 6 sheet posters and ATM advertising outside WH Smiths and Co-operative Food stores, ASDA car parks as well as awareness driving banner ads to support Sainsbury’s and Tesco accounts.