Deer Park 150th Anniversary Brief [*]

COPY EXCERPT: From the Deer Park 150th Anniversary Brief–Copywriting by Zoë Stetson

The Opportunity: 2023 is Deer Park’s 150th Anniversary…Let’s go big! Deer Park dominates in PA, MD, VA, but has a lot of room to grow in the South. We want to accelerate our growth in the South, while maintaining our success in the North.

The Insight: Consumers don’t fully understand the benefits and ingredients that the industry has tried to promote (electrolytes, PH, minerals), and this confusion includes the distinction between spring and purified waters. They do however distinguish between brands based on badge values, price and emotional bond.

The Ask: Develop a campaign idea that reminds consumers that Deer Park is their local spring water brand. Create a tactical support plan that will mint brand evangelist and grow demand throughout the balance of the year.

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