Selling bottled water to the Norwegians could easily feel like selling coal to Newcastle. But Ringnes, the Carlsberg-owned drinks company in Norway, has seen its Imsdal water brand go from strength to strength since it was introduced for the Winter Olympic's in 1994.
So much so that in 2010 they extended their portfolio and introduced Imsdal Activ, a sports water with the same active ingredients as the market leading sports drinks but with no artificial additives; a key selling point for Norwegian consumers.
We worked with Ringnes for the brand relaunch using a graphic pulse device on the background of the label to introduce a technicality to the design, and a tick motif for the V in Activ to act as a positive endorsement. We refined the lettering to be less angular and austere, and the logotype has been designed to work off pack as well as on pack, enabling the sub brand to appear on merchandise.
“Having worked with Ringnes on their beer and soft drinks brands, it was great to continue the relationship into waters and performance sports drinks. Imsdal Activ is interesting in that it combines purity with performance, a unique positioning in this category.” Fiona Florence, Client Services Director, JDO
JDO’s new positioning for Imsdal Activ has helped change consumers’ perception of the brand. They now see it as a high performance sports drink in its own right rather than just another Imsdal flavour variant.