Water Innovation Awards 2008 Review by FoodBev Media Ltd

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Victory for Isklar Norwegian glacial water scoops top prize

“ Receiving this global recognition confirms our aspirations for the brand and our future” Isklar CEO Peter Krogh © water innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Contents Page 5 And the winners are...

Page 6 Best bottle in PET

Page 10

Page 15

Best flavoured water concept

Best marketing campaign

Page 11

Page 16

Best enhanced water

Best newcomer

Page 12

Sponsored by

Best childrenâ&#x20AC;&#x2122;s concept

Page 7

Page 13

Page 18

Best bottle in glass

Best packaging innovation

Best ethical or humanitarian initiative

Page 8

Page 14

Best label Sponsored by

Best environment or sustainability initiative

Sponsored by

Page 21 Best overall concept

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And the winners are…

he great and the good of the packaged water industry gathered at a glittering gala awards ceremony in Germany, at the end of September. Here’s the lowdown on the winners considered to be the best innovations of 2008. Innovation in the global packaged water industry was celebrated in the spa town of Wiesbaden near Frankfurt, with the presentation of the 2008 water innovation awards organised by Zenith International Publishing. Following five successful years as the bottledwaterworld awards, the new look water innovation awards recognises excellence and creativity on a unique global platform for the

Zenith International Publishing Group Editorial Director Bill Bruce hosted the awards ceremony

packaged water industry. This year’s competition attracted a record 201 entries from 40 countries. Among the product categories were Best bottle in PET, glass, label and packaging innovation. There were also categories for flavoured and enhanced water, children’s water concept and marketing campaigns, along with Best newcomer. This year saw the introduction of two new categories that looked at sustainability in two distinct dimensions: Best ethical initiative and Best environmental initiative. What’s more, the flavoured water category was subject to a blind tasting which evaluated beverages on the basis of appearance, aroma and mouthfeel. The overall awards were sponsored by Norwegian closure specialist SmartSeal while category sponsors included flexible packaging firm IPN,

quality assurance management firm SGS Institut Fresenius and labelling experts Stora Enso. The judges were impressed with the range and creativity of entries this year. This year’s judges included Felicity Shakespeare from Givaudan, the world’s largest producer of flavours and fragrances headquartered in Switzerland. She was joined by Caroline Herbst of Krones, the largest supplier of capital equipment for bottling and packaging in the world based in Germany. The distinguished line-up was further enhanced by the presence of Romeo Corvaglia, founder of the successful Corvaglia plastic cap business, and Eckhard Kallies from Scandinavian labelling specialist Stora Enso – sponsor of the labelling category in the competition. The jury also featured the expertise of Victoria Green from UK retailer Waitrose; product development knowledge from Peter Rickett, co-founder of award-winning Designworks; Australian born Edward Kosier of

Nextek, a specialist in polymer recycling and lightweighting; world class sommelier Sophie Rudge from Blend; and Steve Rowe, President of Spanish water distributor wawali (Water Way of Life). Completing the line-up was water innovation Editor Nayl D’Souza, who co-organised the event. The judging panel was chaired by Zenith International Publishing Group Editorial Director Bill Bruce, who also hosted the awards ceremony.

Next year Thank you to all who have entered the 2008 water innovation awards. If you’re already planning your participation in the awards scheme next year, you can find details of the fabulous opportunities to enter the 2009 beverage innovation awards which features a number categories relevant to showcase your latest product, packaging, ingredients, marketing, ethical and environmental developments.

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Best bottle in PET Gold winner

Bernd Otto Schreiber and Jaime Ortiz, owners of Panama Springs, collect the Best bottle in PET award for Panama Blue

The lowdown:

What the judges said:

The Gold winner of the Best bottle in PET was Panama Blue from Panama Springs.

“Innovative PET packaging with a high visual impact. Refreshing and eye catching.”

Panama Blue Rainforest Pure from Panama Springs is available in an elegantly shaped 1 litre PET bottle. The design of the bottle is a fusion of several elements to ensure this bottle stands out. Taking inspiration from elegant wine bottles, together with round and square shapes, this novel approach achieves the illusion of glass. Panama Blue is sourced from a spring in the Panamanian rainforest.

Taking inspiration from elegant wine bottles, this approach achieves a glass look

Silver winner

Bronze winner

Sociedade da Agua de Monchique with Chic

Vrumona BV with Sourcy

This mineral water company was first in Portugal to bottle its product in PET. The new 1 litre Chic bottle from Agua de Monchique was especially designed for glamorous occasions. Designer Manuel Vital has created an exclusive bottle with a contemporary feel appealing to modern and styleconscious consumers.

Vrumona offers six variants of Sourcy mineral water in an original bottle. Piet Boon, a famous Dutch designer, was inspired by the traditional Dutch earthenware beverage container, the ‘jenever’, to connect the brand to its origins set in The Netherlands. The blue band around the bottle denotes a still variant while the red band denotes sparkling.

Highly commended Upland Natural Waters with Upland The 28g preform, ribbed from top to bottom bottle from Upland Natural Waters makes for a durable, reusable container. Upland has purposefully invested in these qualities to create a bottle that can withstand the transportation through Nigeria’s sometimes difficult terrain.

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Best bottle in glass Gold winner The lowdown: Striking Gold in the Best bottle in glass was the Christian Lacroix designed Evian bottle from Danone, released in a 75cl prêt-a-porter version for sale in premium restaurants and upmarket retail outlets in Europe and the US. The container reflects the purity of the contents with an elegant, fluid design with frosty labelling. The elongated tear drop design is fast becoming an iconic shape in glass packaging in the non-alcoholic beverages sector. The range also includes a haute couture version which was incredibly difficult to realise and limited to a run of just 99 bottles which were mainly auctioned to buyers for charity purposes. The bottle had 15 moulds to cover different parts of the bottle and all bottles were blown by hand in a workshop in Switzerland.

What the judges said: “Elegant bottle, powerful retail proposition and smart collaboration with a fashion designer. Nicely presented all round.”

Evian haute couture version

Christian Lacroix on the catwalk

Silver winner

Bronze winner

Lucid Enterprises with Mist

Spumador Spa with Valverde

The designers of the Mist glass bottle have aimed to evoke the ambience of style and luxury of a fine bottle of champagne would have to a discerning consumer. The premium spring water is packaged in a sleek 75cl bottle with a bold feel achieved by the heavy-grade European glass used to produce this bottle.

Italian designer Matteo Thun created a fresh design especially for Valverde’s lightly mineralised water. The clean and simple lines captures and enhance the water’s main selling points: purity and lightness. The traditional looking bottle has a short neck which flows down in smooth curves to a slightly tapered body with a unique result.

Highly commended Fonte Sole with Solé Arte This super premium brand has packaged its water in an impressive, sleek and clear 75cl bottle. Fonte Sole Arte bottle was created by Saint-Gobain Vetri which produced a glass container with a round base, that is tapered and faceted with irregularly octagonal features.

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Water awards 2008 Best label

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Best bottle in label category sponsored by

Gold winner

Cinto Gersie, Managing Partner of Ganic Consumer Products, receiving his award from water innovation Editor Nayl D’Souza

The lowdown: Ganic Consumer Products picked up the Gold award in the Best label category sponsored by Stora Enso. The company’s new range of aroma waters uses labelling which has been designed in accordance with the main strategic positioning of ganicwater. In a beverage market full of party drinks, the high quality pictures and quality typographic design of ganic water labelling has significant shelf stand out compared to

others in the crowd. Moreover, the brand has added some entertaining factors by using individual quotes and phrases for every flavour. Ultimately, the company has managed to design a collection of 15 labels that are internationally understandable yet fun, unique and compelling – much like the product concept.

What the judges said: “Clean typography, effective brand design and sophisticated label printing. It speaks volumes about its quality to consumers and presents graphic information in a clear way.”

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Silver winner

Bronze winner

Fonte Italia with Aqua Filette

Hoop Polska Sp. Z o.o. with Jupik Aqua

Sociedade da Agua de Monchique with Chic

Works with Water with Beauty

Four cartoon heroes feature on the full sleeve label of Jupik Aqua flavoured water for children. The energetic characters: Jupik, Camelia, Reset and Walker, have many fun adventures that children can connect with and learn more about on the company’s website.

A simple, yet sophisticated, label adorns the bottle of Portugese natural mineral water, Chic. Created by Pedro Novo the clean design supports the bold brand name without fuss and transmits a clear message to consumers using black and white graphics.

Fonte Italia has modified the packaging for its flagship brand Acqua Filette. The company has chosen glassmaker SaintGobain to supply a new glass bottle with a classic Bordeaux wine feel. This is complemented by stylish labelling using glazed paper label and distinguished by Filette’s initial ‘F’ in silver.

Carefully selected images of a 1950s style pin up model, a panda, parrot, a seahorse and much more, are hidden among the forest of bright beautiful flowers and butterflies adorning Beauty, a functional water form Works with Water. Developed by company One Eighty Creative, the label has been designed to appeal to a female market.

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Highly commended

Iskilde ApS with Iskilde

Vitro Packaging with Walnut Grove Spring Water

Iskilde from Denmark chose a subdued colour scheme for its labelling: a blue grey for the oxygenated water and white for carbonated. The front of the bottle features ‘Iskilde’ written vertically on a transparent label, while the back provides information on the natural mineral water itself.

The main feature of this classic wine shaped bottle is the Walnut Grove logo, a walnut tree, depicted in subdued colours. Vitro Packaging used an organic ink labelling technique to ensure continuation of the brand’s environmental positioning.

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Best flavoured water concept Gold winner

Nuño Ferreira Pires and Mafalda Soares of Sociedade Central de Cervejas e Bebidas collect the trophy for Best flavoured water

The lowdown:

What the judges said:

Incorporating a blind tasting in this year’s judging assessment, the Best flavoured water concept was awarded to Ritmo Luso from Sociedade Central de Cervejas e Bebidas of Portugal.

“Light, fresh, delicate with a hint of sweetness. This flavoured water hits the right notes on the basis of the flavours promised. The packaging and marketing also score well.”

The beverage claims to provide consumers with an easy and tasty way to keep constipation at bay with its flavoured fibre enriched water. The product is firmly positioned as a weight loss product in the Portuguese market. To provide variety for consumers, the company has made the drink available in three flavours: kiwi, lemon and cereal (grain). The product has been

supported by an investment of €7 million which includes the creation of an integrated marketing campaign with screen, print and POS activities. Ritmo, ‘which means ‘rhythm’, aims to regulate intestinal transit with the active ingredient ‘fiberregulax II’ to this completely transparent drink. By just drinking 50cl a day, consumers are provided with 50% of their daily fibre.

Felicity Shakespeare of Givaudan and Sophie Rudge of Blend tackled the main duty of blind tasting at our judging event

Silver winner

Bronze winner

Sociedade Central de Cervejas e Bebidas with Formas Luso

Ganic Consumer Products with ganicwater

Formas Luso is a functional flavoured water aimed at consumers wishing to lose weight. The water is available in three different flavours (green apple raspberry, lemon and green tea pear) is 100% clear and contains special hydrosoluble fibres designed to create a feeling a fullness, thereby reducing appetite and calorie intake.

This zero calorie product creates flavour through a novel approach using the olfactory senses. The 15 different varieties of Ganic aroma waters are enhanced with natural extracts and subtle aromas from natural herbs, spices, fruits and flowers leaving the purity of the water intact.

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Best enhanced water concept Gold winner The lowdown: Infused owater from US based owater scooped Gold in the Best enhanced water concept category. owater is a pure water balanced with purposeful enhancements and just the right amount of sweetness – naturally infused with replenishing electrolytes and revitalising antioxidants. It is positioned as a healthy alternative to sugar laden vitamins and sport drinks.

Available in seven flavours including black raspberry, pineapple orange banana, lime lemon, coconut, blueberry, peach mango and strawberry pomegranate, infused owater contains just 70 calories per serving.

The contemporary labels are transparent to convey purity and simplicity. The company worked with illustrator Edgar Stewart to create bold, tasty looking fruits in a unique illustrative style that add an element of fun.

What the judges said:

Silver winner

Bronze winner

Coca-Cola Hellenic (Greece) with Avra Herbal

Unicer Águas SA with Vitalis Smart

Nestlé Waters with Nestlé Fitness

Positioned as all natural, the three flavours of Avra Herbal provide a range of health benefits: lemongrass for calming; sage for wellbeing; and mint for invigoration. These are all designed to help combat the stresses that working men and women, with active lifestyles, can suffer.

With a refreshing passion fruit taste, fibres and a low calorie content, Vitalis Smart was developed to make it easier for consumers with hectic lifestyles to achieve a healthy balance. Enhanced with ginseng, gingko biloba, zinc and vitamins; these ingredients have been specially selected to help improve memory, concentration and intellectual performance.

Fitness is made from natural mineral water and leverages the existing breakfast cereal brand Nestle Fitness, also aimed at weight conscious women. Available in apple kiwi and mango pineapple juice flavours, the drink contains fibres and magnesium, to help women feel fuller for longer.

“Well defined key consumer benefits with well executed imagery that communicates brand differentiation simply yet effectively.”

The owater team are based in Massachusetts

owater is positioned as a healthy alternative to sugar laden vitamins and sport drinks

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Best children’s concept Gold winner

Patrycja Giurko of Hoop Polska proudly holding the Best children’s concept award for Jupik Aqua

What the judges said:

The lowdown: Jupik Aqua from Hoop Polska won Gold in the Best children’s concept category by a clear margin.

“A nicely laid out proposition firmly aimed at children. The packaging and marketing is easy for young minds to engage with. An excellent job.”

The drink was introduced to the Polish consumers in April 2008 positioned as the first flavoured kids’ water brand available in the market. Jupik Aqua has also been launched in the Czech Republic and Slovakia. The product is available in three flavours: lemon, strawberry and apple. It does not contain any artificial flavours, sweeteners or colours and has 15 calories per 10cl. This product is supported by the concept of the Jupik Team with its four cartoon heroes: Jupik, Camelia, Reset and Walker. Each character has their own amazing adventures that are screened in different channels of the brand website to enable children to closer connect to the brand and build up a loyal following. Equipped with a 28mm Original sport cap from Seaquist Closures which ensures no accidental spills as the valve opens, the handy bottles have an eye catching, cartoon like, colourful full sleeve which appeals to young minds.

Silver winner

Bronze winner

ICENI Waters with ICENI water and Shaun the Sheep promotion

Y Water Inc with Y Water

Iceni Waters is targeting the lunchbox market with the help of Shaun the Sheep, a popular UK TV character with a fun personality, whose task is to promote the benefits of drinking mineral water to children. The creators, Aardman, have produced a variety of quirky water related images of Shaun the Sheep wearing a diving mask and snorkel outfit.

A functional beverage from inside out, Y Water has created packaging, labelling and contents that plays to young consumers imagination. The 100% recyclable bottles can be used to make lego-like constructions, the labelling is quirky and the organic beverage provides plenty of functionality for growing and active children.

Highly commended bot Beverages LLC with bot bot was developed by concerned parents who want to provide other parents with a fun, tasty, low sugar alternative for their children. Fortified with essential nutrients for health and growth this beverage appeals to children through cute little critters called bots whose adventures are documented on the company’s website.

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Best packaging innovation Gold winner

Alexander Schau, Bettina Moser and Jochen Forsthövel of Krones collected the trophy for Best packaging innovation

The lowdown: The Gold winner of the Best packaging innovation category was won by Krones of Germany for its NitroPouch concept which applies a manufacturing technique that allows packaged water brand owners the chance to opt for a 50cl bottle weighing only 6.6g.

What the judges said: “Every company hopes to operate a commercially successful business with an environmentally clear conscience. Besides continuously making tremendous leaps in lightweighting, Krones is confident it can guide brand owners on how they can take giant steps too.”

The bottle design optimises the use of material throughout the bottle and features a narrow diameter chest to ensure a thicker wall section which provides a stable grip and labelling area. The overall visual impact is striking and unique. With a 1.3g Krones custom design neck finish developed together with Bericap, the concept uses a market available 1.1g cap, small label, low bottle weight and a patent pending, six feet petaloid, free form base. Altogether the design achieves a significant reduction in operational energy, PET resin and crude oil consumption.

Krones’ NitroPouch concept

The design is compatible with a high speed Krones Blow-FillBloc with line stabilisation by nitrogen dropping and small internal overpressure.

Silver winner

Bronze winner

SmartSeal with FLEX

IPN Holdings with Clean Valve for Pouches

SmartSeal Flex focuses on user convenience. The active closures from SmartSeal consist of a no spill design that is ideal for on the go applications. An active closure has a valve that is automatically activated when drinking. The solution provides intelligent spill control for kids, the elderly and for consumers engaged in sports activities.

The principle of the Clean Valve is based on a unique valve system incorporated into the spout which prevents spillages yet only requires light suction, making this an attractive solution for children and other on the go consumers.

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Best environmental initiative Gold winner The lowdown: The Gold winner of the Best environmental or sustainability initiative was Highland Spring for piloting the Carbon Action Plan, a groundbreaking scheme to provide beverage companies, and their suppliers, with a common worldwide scheme for carbon footprint measurement.

Highland Spring Marketing Director Sally Stanley

Engaging in the first CAP pilot project, Highland Spring has been assessing the environmental impact of its suppliers, including all its fuel and energy use as well as distribution and waste.

The biggest benefit of the CAP scheme is that Highland Spring can now identify GHG hot spots in its supply chain and, by managing them, the company will reduce its carbon footprint with certainty.

As a result, the firm can review its total direct and embedded Green House Gas (GHG) emissions and can break them down by type and size of bottle.

For the first time anywhere in the world, CAP proposes five key genuine green rating scores to go beyond carbon footprints.

These are: the amount of renewable energy used; the percentage of recycled material in the packaging; the number of water litres used to make 1 litre of product; the extent of a company’s carbon reduction in the previous two years; and the amount of carbon emissions verified as having been offset.

What the judges said: “In many ways, CAP is ahead of its time but carbon reduction should be a strong priority. “This scheme encourages industry players to communicate and implement comparable carbon footprint measurement and reduction plans in order to show consumers the real progress they are making to reduce their carbon footprints.”

Silver winner

Bronze winner

Isklar

IPN Holdings BV with Clean Valve for Pouches

An environmentally conscious mindset permeates through the entire company policy. The refurbished wool mill which houses the production line and is powered by hydro-electricity, is just one example of the kind of creative solutions used to achieve near carbon-neutral production and shipping.

According to the analysis conducted by PA Consulting Group, the pouch from IPN is lighter than most other packaging options and has a carbon footprint half the size of traditional PET bottles and cans, while emitting three times less greenhouse gas than cartons.

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Best marketing campaign Gold winner

What the judges said: “A clever marketing approach with its fair share of technical challenges. Nice visuals, choice of footage and music. A truly memorable campaign.”

Marcus Macioszek, Marketing Director of Gerolsteiner, receives a trophy for producing the Best marketing campaign of 2008

The lowdown: Gerolsteiner’s ‘real-time’ link to its cycling team in the Tour de France was voted Gold award winner of the Best marketing campaign. The campaign aimed to develop a more emotional connection with loyal Gerolsteiner fans and generate a higher awareness for the brand with relevant target consumers. The starting point for Gerolsteiner’s innovative ‘realtime’ campaign was the Tour de France. An advert was made and aired on every single day of the Tour de France over a period of three weeks. The ‘real-time’ TV spots offered the audience the chance to see current events and scenes of the popular cycling race before such scenes were broadcast on the main evening news. After each stage, the production team had only 90 minutes or even less time to create a new spot and send it to the TV station. Using benefits of its long term sponsorship of the Gerolsteiner cycling team, the company brought the audience close to the action by showing exclusive pictures of their efforts, successes

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and failures, all set to popular music. The audience see the cyclists at different points during the race: on their bikes; off their bikes; happy; tired; and even falling off their bikes. We also see them drinking Gerolsteiner as they are handed bottles from touring support cars.

Silver winner

Bronze winner

Highland Spring - Protected Land (Merle Agency)

Coca-Cola Beverages Austria - Römerquelle with Summer

Keeping the land of Highland Spring free from pesticides and pollution has earned the company its Soil Association certificate. This campaign focused on conveying a serene atmosphere of naturalness and purity, supporting its organic positioning.

Humour and stimulating imagery are the essential ingredients for this screen campaign that aims to recharge the Romerquelle brand. The fast moving storyline, based on a flirtatious encounter, hooks the viewers and concludes with a fun double-entendre.

Highly commended

Coca-Cola GmbH with ViO

Eden Springs Israel

This charming TV spot revolves around a thirsty goldfish and the boy who satisfies its thirst with ViO. The ads ends with the positioning statement ‘Connoisseurs drink ViO’.

Eden Active claims to be the first enhanced water in Israel. In the campaign the company educate viewers on the close relationship between the body and water, highlighting the fact that more than 70% of the body is made up of water.

Pepsi-Cola North America with Sobe Life Water - Thrillicious The advertisement features supermodel Naomi Campbell, an animated lizard and Michael Jackson’s Thriller as a soundtrack. It was aired during the most watched annual TV broadcast in the US, the Super Bowl American football event.

AWARDS 15

Water awards 2008 Best newcomer

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Best newcomer category sponsored by

Gold winner

What the judges said: Thomas Arndt and Roland Kreitz of Y Water in the United States collected the trophy for Best newcomer brand or business

“The packaging clearly communicates premium values and could even be used for alcoholic drink brands in trendy bars. Thoughtful, creative, intelligent and truly innovative.”

16 AWARDS

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The lowdown: US based Y Water won Best newcomer brand or business, sponsored by IPN. With the help of Dr Olga PadillaZakour at the renowned Cornell Institute of Food Science, Y Water was developed using all natural and certified organic ingredients. Y Water is available in four exotic flavour combinations. Yves Béhar created a stable, symmetrical, bright, durable, 9oz bottle that is not only 100% recyclable but also transforms from a disposable bottle into a Lego-like toy which can be linked with other bottles via a biodegradable rubber ‘Y Knot’ connector.

Silver winner

Bronze winner

Isklar with support from Blue Marlin Brand Design

ICENI Waters with ICENI water

Balance Water Company LLC with balance waters

Minimising its environmental footprint through the use of hydro-electricity, piggybacking existing shipping routes, converting disused buildings and investing in new technologies to reduce energy consumption, is all part of the Isklar business.

The launch of Iceni Water was supported by an extensive marketing campaign in March 2008, worth £650,000. Made and sold in England, the company has positioned itself as a local and environmentally friendlier alternative, in comparison to imported products.

Inspired by an alternative therapy known as Bach flower remedies, the Balance Water range of drinks contain homeopathic flower essences from Australia, spring water and nothing else.

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Best ethical initiative Gold winner The lowdown: Eden Springs Israel developed a programme, supported by Israel’s Department of Education and the Department of Health, to promote the importance of drinking water among children. The programme was named the “Six pack” after the six glasses of water recommended daily for children aged 3-6 years old. The campaign included numerous components which were distributed free to kindergartens across Israel. Orit Gazit of Eden Springs joined by Dr Ulrich Kreuter of category sponsor SGS Institut Fresenius

For ethical reasons the programme was not branded.

The programme included: a children’s book called the Six-pack about six children who learn through experience the importance of drinking water; 35 personal activity workbooks for a full week of activity for every child in the classroom; an instruction book for teachers helping them with the week’s activities; and a Game Box called “The Water Track”.

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Best ethical or humanitarian initiative category sponsored by

What the judges said: “The importance of health orientated education should never be underestimated. The hydration message in this context has been communicated in an honest, imaginative and highly effective manner.”

Silver winner

Bronze winner

Calypso with Thirst Aid

Spero Group with Tumai Water

Calypso has launched Thirst Aid, a natural mineral water brand created to help raise funds to provide clean drinking water in Ethiopia. A portion of all sales goes directly to Save the Children, an independent children’s charity, which will work closely with local communities in the Sayint region.

‘Tumai’ means hope in Swahili and this is exactly what the US spring water brand intents to bring in the form of sustainable development in impoverished areas. Proceeds from the purchase of each bottle provide safe water, food, sewerage, shelter and education in Sub-Saharan Africa.

Highly commended

Eden Springs Israel with Variety foundation Eden Springs Israel has raised funds for the Variety foundation charity. Through this initiative, the company sold over 150,000 limited edition 50cl pink bottles resulting in a donation of around $250,000. The labelling features drawings from the children.

PhilanthroH20

PurBlu Beverages with Give

The slogan ‘A thirst for giving’ mirrors the company’s partnership with Plan International, one of the largest child centred community development organisations in the world, as the brand gives a portion of all sales to child based causes throughout Africa, Asia and the Americas.

Drinkers of Give can decide which cause to support by selecting any of three different coloured bottles. Currently Give supports children in need, breast cancer research and environmental causes. A donation is made to the chosen charity for each bottle sold.

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AWARDS 19

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Best overall concept Gold winner

Isklar CEO Peter Krogh proudly lifts the Best overall concept trophy handed to him by Anders Markstedt of Smartseal

The lowdown: The Best overall concept winner was Isklar from Norway with packaging and brand development support from UK based Blue Marlin Brand Design. Mirroring the beauty of nature, the award winning bottle is inspired by Isklar’s source and created so that the faceted design dazzles and sparkles, like a diamond refracting light or the ice of a frozen glacier. Isklar believes that exceptional purity should not cost the earth and is committed to being the most environmentally responsible mainstream water brand in Europe. The Isklar factory is powered by hydro-electricity, so no carbon emission is produced during bottling, and was created by converting an old woollen mill incorporating energy-efficient practices and modern equipment. The plant is located directly next to the Hardangerfjord, so bottles can be loaded straight onto a container ship and the carbon footprint is minimised further by piggybacking off existing shipping

routes. The bottle is made from recyclable PET and the company’s recycling facilities ensure that Isklar has the capacity to re-process 10 bottles for each one sold. To develop the ‘cradle to grave’ sustainability further, Isklar aims to incorporate recycled PET into new bottles over time, and so reducing demand for non-renewable resources. Isklar launched into the UK earlier this year with a £2.5 million (€3.2 million or $4.4 million) marketing campaign, which includes TV and print advertising supported by an integrated below the line and PR campaign. Isklar’s launch team includes media agency Media Planning Group, advertising agency Hooper Galton, PR agency Biss Lancaster, web agency Hugo & Cat and promotional marketing agency Intelligent Marketing.

What the judges said: “It is an incredibly commercial brand that will knock retailers’ socks off because they have thought about the packaging design, the environmental issues and also addressed the retail aspect.” water innovation Editor Nayl D’Souza added: “Of all the entries in the competition, the jury felt compelled to give Isklar top marks all round.

the bottle and label reflects a contemporary brand with ‘ice clear’ clarity and achieves a high level of shelf stand-out at retail outlets.”

“In particular, the judges felt that the packaging and brand architecture had an unmistakable style. The visually striking design of

Beyond the slick design, the brand also scored highly in its marketing efforts and attention paid to minimising environmental impact.

What the winner said: Isklar CEO Peter Krogh commented: “This is a great achievement for everyone involved in the creation and launch of Isklar. From concept through to on-shelf, Isklar has been a resounding success and will continue to go from strength to strength.”

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AWARDS 21

Make a bigger splash in 2010 WATER innovation

announces 17 exciting categories

For more information and to download entry forms, visit www.waterinnovationawards.com

foodbev com A world of food and drink

www.waterinnovationawards.com

Splash ÂŠ Okea | Dreamstime.com

Presentation to finalists and winners at the 7th Global Bottled Water Congress, Gleneagles, Scotland, in November