The partnership will also support the water brand’s packaging refresh; celebrating Harrogate’s heritage and highlighting its credentials as the original British bottled water.
As part of its partnership with the England and Wales Cricket Board (ECB), England cricketers will be provided with Harrogate Spring Water at every home Investec Test Match, Royal London One-Day International and NatWest International T20 starting with the team’s first international fixture of the summer, the NatWest International T20 against Sri Lanka at The Kia Oval on 20 May.
England cricket legend Darren Gough, pictured above with Harrogate Spring Water’s managing director James Cain, announced the ECB deal which also includes sponsorship of the on pitch drinks break during each International match, broadcast live on Sky Sports. The ‘Harrogate Spring Hydration Break’ will be supported by stadium announcements and branding.
In conjunction with the ECB announcement, Harrogate Water Brands has also revealed a new contemporary look across its entire Harrogate Spring Water range, which will carry the England Cricket logo and ‘Official Water of England’ on all new labels.
Available from the end of May, the new ‘Diamond Bottles’ consist of a striking diamond pattern design, reflecting the enduring, premium nature of the brand as well as the quality of water inside each bottle. The design will be implemented throughout the whole Harrogate Spring family, across both PET and glass ranges.
Harrogate Spring Water has worked closely with design agency Thompson Brand Partners who led the design and brand work, helping to shape and refocus the new Harrogate branding and its personality, as well as creating all brand collateral and advertising for the marketing campaign.
Ian Thompson, creative director, Thompson Brand Partners said: “We knew how important it was to Harrogate Spring Water to communicate its rich heritage to its consumers the rebrand played a crucial role in this. The most successful brands seem to be the ones that have a real focus and passion for communicating their heritage and credentials to consumers, and with rebrand and new bottle design, Harrogate Spring Water will be doing just that.”
