Thirsty Planet was launched in 2007 by the Water Brands Group in association with charity Pump Aid, and the initiative has so far sponsored 8000 pumps providing safe water.
Thompson Brand Partners says it was appointed directly in September and asked to review ‘the clarity of messaging and branding’ before being invited to review packaging for the range.
The consultancy has introduced a hand-drawn logo, and updated messaging ‘to better reflect what the brand is all about, tell the story of the impact of each donation and bring consistency to the range.’
Thompson Brand Partners managing director Nick Ramshaw says,‘We brought forward the messages that are most important to the consumer to show that their purchase would result in a quantifiable monetary donation.
‘We felt it important to clearly communicate this to the consumer as some of the other charity waters are not always quite as clear about the money they raise or how it is used.’
This messaging along with new illustrations ‘will appeal to a broad range of consumers – kids, mums, adults, and compete in the mainstream water category,’ according to Ramshaw.