2020/2021 Winners & Shortlists

Background

In Egypt, most of the water brands are packed in plastic PET. It is an economical homogeneous FMCG category with exception to imported brands that are very expensive yet packed in PET as well. The client wanted to develop a local high end yet relatively economical brand. Create the product design and branding that appeals to the target audience and stands out among competition. It was not set by the client, however, the challenge was to develop the product/brand locally with a high image and value for money price. The scale of the project was huge because production was intended to cover the nation; key accounts, key retail, retail, hospitality venues, etc.

Describe the creative idea (40% of vote)

The product/brand created to inspire and innovate. The use of glass mold was mainly used to reserve the quality and balance of the water at its optimum Ph7.8 level and TDS mineral levels from the source without reacting with the glass unlike the plastic PET molds. It is not a brand that gets lost in the clutter of this category. The target audience is the upper A and B class ones, consumers who are health conscious and looking for a quality health product. Also athletes who are looking for balanced TDS intakes for their bodies. And finally, upper class hospitality venues and hotels who look for a classy brand to offer on their tables.

Describe the execution (40% of vote)

A minimalistic concept created for a glass bottled water that reflects its clarity and purity. The logo design contains an emblem of a well in a deserted oasis, which is the main source in reality, the navy blue colors incorporated with the dash of gold around edges gave the brand a touch of class that blends perfectly with the minimalistic direction. It is the first glass bottled water in the Egyptian market, a market that is full of huge range of plastic ones. The glass mold was used to reserve the quality and balance of the water without reacting unlike the plastic molds. Glass bottles do not contain any of the harmful chemicals which some plastic bottles do. Moreover, it’s an eco-friendly product because glass is an endlessly recyclable material back to its original use, it never loses its quality no matter how many times it gets recycled.

List the results (20% of vote)

The value added to the brand was great because it was produced locally with high quality material and packaging design. The glass material is relatively higher than plastic in terms of cost but it brought value to the product itself yet still its price point was significantly lower than plastic imported water brands. Also a brand that offers different carbonated water choices catered to match consumer taste and exceptions. Consumers perceive the brand positively and with a great value for money option considering the healthy and environmental aspects. The product reach in the market is growing multiplying day after day, consumer trials made them switch after a long brand loyalty to their previous choices. Sales is growing and market penetration was so smooth as the product/brand was so distinctive among the clutter of the water category. And finally, achievements were over met compared to the brief that was initialized.