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Client
Innocent Drinks
Design Consultancy
Pearlfisher
Sophie Kitchin
020 7603 8666
sophie@pearlfisher.com
www.pearlfisher.com
Innocent’s Juicy Water was always a little out of place in the fruit drinks market. Never quite an established member of the Innocent family, in 2006 it achieved a market share of just 0.4%.
Innocent challenged Pearlfisher to rebrand the product and create a new stand-alone water. The result was This Water, whose confident design celebrates the ubiquity and versatility of water. Boldly shedding the Innocent branding, This Water adopts a fresh visual language and sets itself apart from its parent company. The new name flows seamlessly in a sentence and speaks to consumers in a more direct and grown-up voice.
And they’re clearly listening: since relaunch in May 2007, This Water’s market share has increased to 4.1% and sales are up 100%.
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