In the crowded field of bottled water, Whistler Water has shaken off its old staid packaging and emerged with a new logo, a tinted blue bottle and matching cap, clear plastic label and clearer mountain impression at the base of the bottle.
“We have this fantastic namesake, we are the eponymous brand of a very famous place and we felt that the time had come to retire our old look and feel,” said Chris Dagenais, director of marketing and brand expansion. “Our whole approach right now is to take ownership of the local market based on the fact that we are from the local market.”
Whistler Water hired Vancouver-based Thought Shop to come up with the rebranding and Paul Smith at StorySmithing.com to develop a marketing storyline that’s all about the “sensuous experience” of drinking Whistler Water.
“We want to seize the experience that this product delivers versus the conventional origin story, and seize on this idea that consuming glacial spring water actually delivers a feel and experience unlike other brands.”
Dagenais said the company also wanted to align the brand with the healthy and active outdoors culture of Whistler while targeting a “young and upwardly mobile” demographic.
Advertising will be focused primarily on radio, social media and guerrilla efforts.
