Highland Spring x Pantone

To launch Highland Spring's biggest-ever pack, instead of simply concentrating on the drink itself-soft, Scottish water, drawn from organic land – we decided to literally start at the end. We linked up with international colour experts, Pantone, to create a colour chart showcasing the 'hydration levels' of pee, alongside a survey that revealed people are confused about how much to drink and when.

Based on guidance from nutritionist Lily Soutter, who uses the NHS Nutrition and Dietetic Urine Color chart, we created a downloadable colour scale to help consumers chart their hydration levels through five essential hues.

All of the shades were labeled with quirky sayings like "Dry Spell", “Glass Half Full”, and "Highland Spring in Your Step", running from clear to dark yellow.

We also launched the Natural 10 challenge - drink 10 glasses of water a day, 10 days – and recruited content creators CiCi Coleman and London Dad to document their results.

The Results:

• 33 pieces of coverage with an OTS of 1.1BN
• 267,400 reach, 5K+ engagements across influencer activity
• 2.5K+ boxes sold per week, with sales doubling after launch
• 15% increase in customer spend on Highland Spring