Today Marketing Week reported on how ‘This Water’ has introduced a new digital strategy to take them through the next few years. In what I have learnt about online campaigns two things I have been told have stood out as the most important. This being that either a campaign is so good that it will receive great media coverage and will carry a brand for a few years or… a campaign or viral can be so terrible that it does the same thing. Anything that falls in between never seems to influence a significant difference. However, I believe that with an innovative concept and an insurance that the campaign is sustained successfully that an online presence can benefit a brand to great amounts. The promotional efforts being made for their digital campaigns are, I believe, enough to create a buzz with their new online presence. Not to mention that they are a sister brand of the much loved ‘Innocent’ which are famous for their innovative and successful campaigns such as ‘The big knit’.

The fact that Coca-Cola owns a 58% stake in this brand however leads to me to question whether the purity and simplicity associated with it is at jeopardy. Only time will tell if Coca Colas involvement has taken the ‘innocence’ out of these brands…