4th May 2021

Aqua Pura Picks Three Sparkling New Agencies


Aqua Pura, the British natural mineral water brand, which is owned by Roxane UK, has appointed three agencies to handle new product launches and raise awareness of its sustainability credentials, including launching a new TV advertising campaign.

The three agencies include Total Media, based in London, and two Manchester agencies – Shoot the Moon and Refresh – and will deliver an integrated campaign including creative, TV advertising, new website, social media, paid for activity and PR as the brand expands its presence.

Aqua Pura is sourced from the beautiful Eden Valley, today one of the fastest growing British natural mineral water brands in the UK and proud of its Cumbrian heritage. Located next to a Special Area of Conservation, Aqua Pura is filtered through ancient, mineral-rich rocks giving it its consistently clear and refreshing taste. That’s why it’s called Aqua Pura – quite simply, the name means Pure Water.

Carys Delve, Brand Manager for Aqua Pura, commented: “We have a really exciting 2021 planned, with product development, new packaging and substantial eco-credentials so it was essential that we had a ‘family’ of agencies that can support us in meeting our objectives.”

Laura Mashiter, MD of Refresh, which will handle the trade and consumer PR and promotion, commented: “Aqua Pura is a great British success story, so to win a competitive pitch for the work and be able to deliver our ideas over the summer as we come out of lockdown, has been fantastic news for our team. It is great that we can add Aqua Pura, a British brand to our roster of clients, and we are inspired by the plans they have in place.”

Catherine Ditchburn, Account Director from Shoot the Moon, which will handle the creative, website and organic social media, commented: “We are thrilled to have been chosen to work with Aqua Pura. The brand embodies a lot of the core values that we embrace as an agency, so being part of this journey is extremely exciting. Our team can’t wait to showcase their talent to bring this great British brand to life through various applications and media channels.”

Jamie Dunlop, Managing Partner from Total Media, which is handling the media, paid activity and influencer engagement, commented: “We are thrilled to be working with Roxane on such a brilliant brand that also aligns with our environmental ambitions. As the behavioural planning agency, Aqua Pura offers a really exciting challenge as the market needs and consumer behaviour continues to evolve. It’s great to be part of the team and we are really excited to get going.”

The integrated activity will launch in August 2021.