Water Brands Group

Thirsty Planet packaging & rebrand

A fantastic cause & passionate people

Thirsty Planet is a charity brand created by Water Brands Group to specifically support the work of Pump Aid, a charity providing clean, safe water to communities across Africa. Thirsty Planet has so far raised over £1.5 million in just 5 years, providing more than 8,000 water pumps, giving millions of people access to more than 300 billion litres of clean water. However, it was felt that the bottle labels were lacking impact at the point of sale, and not communicating the brand’s specific offer.

Bottled Africa

Based on an audit of visual language and messaging in the sector, and the clarity of Thirsty Planet branding in particular, we developed insight to form the basis of the creative brief. New packaging for all ranges of bottles and multipacks was developed, featuring an illustrated African landscape, to highlight where the money raised is being used. A separate children’s range was given a more playful look and feel, ideal for lunchboxes. A sparkling variant has also been added, along with a glass bottle range for use in the on-trade.

Opening new doors

The result is an integrated Thirsty Planet range, from lunchbox to restaurant table. A hugely increased brand presence on shelf means a new lease of life for the brand, and an uplift in both sales and leads. Managing Director James Cain says:

“Rebranding has transformed Thirsty Planet. As well as maintaining our position as ASDA’s charity water of choice, we’ve also had the chance to present to another global retailer interested in stocking Thirsty Planet, which would result in a significant uplift in help the brand generates for Pump Aid.”