Today is Norwegian

A new premium water brand has been lauched in the UK, Isklar ('ice clear' in Norwegian). The brand positioning is based on 'glacial pure', rather than 'mountainous', with a clear mention of Norway as the origin country.

The TV ad features an 'ice woman' that embodies the glaciar the water comes from, then she easily melts into the Isklar water. Even the design of the bottle is beautifully build to encompass the glacier idea, with sharp edges, diamond-cut that make you feel the bottle has just been carved out from its natural place. The logo is a snow flake that promises complete refreshment.



Isklar will be competing in the market with brands such as Volvic and Evian and the launch is one of the biggest for a mineral water in the last few years.

Buying water has slowly become one of the habits in today's society. If centuries ago, nobody would actually think of selling/paying for natural drinking water, the rush and mobility of the 21st century has brought us less time for even hydrating our bodies. Therefore, drinking on the run is a necessity.

Isklar has build a nice story around this launch, using the country of origin effect in positioning, effectively, I would say. The website is simple and integrates the brand idea, even in the domain name keeping its Norwegian roots (.no).