WATER BRANDS UNIFICATION by Office for Ciel

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WATER BRANDS UNIFICATION

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Industry Water
Media Design & Branding
Market United States
Agency Office
Creative Director Jason Schulte
Released October 2009

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: THE COCA-COLA COMPANY - LATIN AMERICA GROUP
Product/Service: WATER
Agency: OFFICE
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: THE COCA-COLA COMPANY, Mexico City, MEXICO
Entry URL: http://www.ciel.com.mx
Design Vice President: David Butler (The Coca-Cola Company)
Marketing Vice President Latam Group: Javier Sanchez Lamelas (The Coca-Cola Company)
Marketing Vice President México Division: Marisol Angelini (The Coca-Cola Company)
Marketing Director México Division: Lautaro De La Cruz (The Coca-Cola Company)
Creative Excellence Director Latam Group: Guido Rosales (The Coca-Cola Company)
Group Brand Manager México Division: Pablo Lopez (The Coca-Cola Company)
Owner/Creative Director: Jason Schulte (Office)
Owner: Jill Robertson (Office)
Marketing Director Latam Group: Selman Careaga (The Coca-Cola Company)
Media placement: Labels & Comunication Material - Mexico - Oct 1st, 2009
Media placement: Labels & Comunication Material - Costa Rica - Dec 1st, 2009
Media placement: Labels & Comunication Material - Peru - Jan 1st, 2010
Media placement: Labels & Comunication Material - Panama - Jan 1st, 2010
Media placement: Labels & Comunication Material - Nicaragua - Jan 1st, 2010

Describe the challenges and key objectives
1) One identity, many names: The strategy was to create a single visual identity across many brands, while keeping the original name for each individual brand. The solution therefore required distinctive iconography beyond logotypes. 2) Different market needs: Creating a single system that works for many different markets required both cohesiveness and flexibility. We needed to avoid becoming generic while trying to meet the different needs of each market. 3) Sea of sameness: Water is progressively commoditizing in an increasingly crowded competitive landscape. We needed to create a solution that stands out from the "sea of sameness" avoiding category cliches.

Describe the brief from the client
The Coca-Cola Company has more than 20 water brands across Latin America, from source waters in the Brazilian forest to purified water in Colombia. Their target consumers are young adults who are active and optimistic. Consumption occasions are mostly on the go. The task was to create a single, proprietary visual identity system that would work across all Latin American water brand names. The system needed to stand out from the competition and needed to be flexible enough to work in different formats, from packaging to point-of-sale marketing, to outdoor advertising.

Describe how you arrived at the final design

1) Reflect the brand's active, uplifting positioning: The identity system is based on three design principles: -Dynamic -Bold & simple -Modern, yet timeless 2) Build an emotional connection with consumers: Approachable, emotional, "fashion" black & white lifestyle photography is relevant to young adults and completely unexpected in the water category. 3) Create a strong shelf presence: A bold, simple, unique "double drop" shape contains all communications and has become the core brand identifier. 4) Allow freedom within a framework: A broad visual language is cohesive and gives each market flexibility to execute their communications based on local needs.

Give some indication of how successful the outcome was in the market
The new visual identity system first launched in Mexico in 2009, under the Ciel brand name. Results exceeded expectations and product sales increased following the launch. To date, four brands have been reintroduced with the new system. The double drop identity is becoming an iconic signature for the brand, generating higher levels of brand awareness. The client's local markets are finding the system easy to apply to their needs. Based on the success of the roll-out to date, 5 additional brands will convert to the new identity over the next six months, with more to follow.