Discovering Cool Ridge
Cool Ridge is one of Cadbury Schweppes' strong performers with broad distribution in a category that is growing year on year in Australia.
Cool Ridge was struggling to get cut-through, it was seen but not really heard. So we were asked to create a new positioning and pack design that not only maintained the 'natural' heritage of the brand, but also made the brand more motivating and emotionally engaging.
Simple quality
The new brand positioning was developed to emphasise the fact that Cool Ridge is and always has been locally sourced Australian water, and aims to differentiate the brand from competitors by reinforcing that Cool Ridge is simple, quality Australian still spring water with no gimmicks.
The new pack design provides Cool Ridge with a cleaner, fresher look and increased stand out on shelf by the subtle use of a pebble surrounded by flowing water.