Creating A Brand Platform To Revitalise The Nation

It doesn’t get more British than Buxton Natural Mineral Water, water that comes from the heart of the Peak District.

And just like its birthplace, what you see is what you get; purity that’s naturally pumped up, yet refreshingly down to earth, so it makes sense for Buxton to want something equally refreshing in their brand interactions.  We supported them in this new venture, delivering an end-to-end brand activation including a featured national TV spot and branded sponsorship of the London Marathon.

Although Buxton Water is an established brand, they were looking to create a new platform that drove awareness of the vitality that their water gives, whilst retaining their British heritage and distinctive brand personality.

We created ‘Naturally Pumped Up’ – a brand platform and campaign strategy that perfectly bottled Buxton’s brand.

Using the ‘Naturally Pumped Up’ strapline, Canada Water tube station was renamed Buxton Water on the day of the London Marathon. Branded artwork and roundels at the station were changed to announce the day-long change, which was the first rebrand in the Tube’s history.

The activation reached audiences through point-of-sale takeovers in supermarkets, a social competition that invited consumers to post ‘what pumps them up’, a print campaign, and lead sponsorship of the London Marathon and British leg of the Tour De France, along with two branded water delivery vans following the action and refuelling runners along the way.