- Poland Spring Direct
Creating a connection between the product and the service.
- SituationThe home delivery services for regional bottled waters were not distinct or emotionally engaging to consumers. The affinity for the customer was with the bottled water brand.In addition, there was a perception that ordering the service was complicated and expensive.ObjectiveCreate a new brand identity for Nestle Waters delivery services that is both distinctive and emotionally engaging. Keep the product brand well integrated into the overall look and feel of the service brand. Make certain the service communicates value without looking cheap.Issues and ObservationsThe existing marketing materials were focused purely on price and savings. The offer in many cases was so pronounced it was hard to understand what was actually being sold. This helped feed the consumer perception that the service was complicated and expensive.Brand SolutionWe created an overall communication structure that relied on a very clear and graphic image. This bold visual was supported by a single word headline. This honest, to-the-point style of communication enabled us to get noticed quickly and pull the consumer into the message.The bottled water brand was supported by the service brand by keeping an overall clean approach to both the color and the typography. This kept the two from competing within the same environment.The thinking behind this approach is to show how easy the service is to use by showing how simple the communications were to digest.The following pages demonstrate how the concept worked in different media.