Thirsty Planet Talk

1st brief with YCN and already been an 'interesting short period". YCN blended perfectly with Thirsty Planet and sister brand Harrogate Water.

Here actively asking for our help on how to "drive thirsty planet forward"

Based in Harrogate as that is where the natural spring water is. Very discreet facility.

Harrogate didn't exist until the discovery of water in 1571, after this point there was an explosion of architecture and populations. First British Spa Town benefiting from the economy of . Britain's first bottle water, bottled in 1740.

Most exported water during the war.

Bottled water is in growth. Soft drinks market is all in decline due to the excessive sugar content. Water is the healthiest drink you can get. Tea and Coffee is flat-lining.
Harrogate brand is growing aprox 30%.

Have respect and integrity which goes into everything they do. Their network is broad.

Products are 100% recyclable, spearheading responsible recycling initiative to twist and recycle.

Commited to local sourcing of 99% of raw components sourced within 90miles.

Hundreds of million of people do not have access to clean tap water.

Started in 2002, not making any money. in 2007 launched by the team at harrogate water to 'give something back'. Very quickly made to £1million, launched glass range in 2012. MD wins an OBE in 2015 for services to improverish communities inAfrica, delivered by Pump Aid. 'Power of positive drinking' brand refresh.

Raised over £2m for pump aid


What makes them different?

Pioneers in sustainable/ethical water 

Available as a range of PET and Glass products, multipacks and cuplets.

Fixed donation goes to Pump Aid

Water Aid spend more on campaign, but may often subcontract practical work to Pump Aid as they are more about promo.

Technology pump aid uses decends from ancient times, but is appropriate for the problem they are trying to solve. Pump Aid have built more than 8000 elephant pumps, preventing dripping and the cyclical demon of malaria.

"A guaranteed donation in every bottle"

2007- had Corinne Bailey Rae as their celeb pioneer

The blue at the time was related to own brands which did not fit their position in the marker. Cant have anything all silver and glittery and bling (like 2nd rebrand), as it does not fit the charity ethos of the brand. 

They can deliver in the most economic way possible, what they say is what they do.

Need donations

Helps contribute to lives in sub-saharan africa

The brand which everyone loves, symbolising positivity, through drinking well and doing good. 

Want to make Thirsty Planet stand out against all the other writers in the superparket

People like to know its doing good- show what they've done

Not about preaching or making people feel guilty. Want to say we have a great band that does good and to celebrate and encourage that.

Don't want a childish design, suggest nativity

Need to be told why to buy it, needs to be simplified

Kept the 'friendliness' vet made it 'cool', appealing from 18-40 somethings.

Demonstrate confidence but not arrogance, move towards a stronger tone of voice

Most people buy brands like Velvet, Innocent and Yorkshire tea for their brand quality and product quality, not because they do good sustainably.

Have bit of fun and enjoy that positivity and what it brings

Hand drawn typography and aesthetic, hand drawn icons and playful quality

Some customers include Waitress, IMG, Booths and MTV is a distributor

Consumer-focused interactive website

Social, digital bispoque content (infographics, videos, photography)

Keep Britain Tidy- partnership 

Digital gives us the ability to be up to date with things as possible

- online distributors such as Amazon (bulk packs). Amazon can promote via email etc to distill the brand.