CASE STUDY

Following the purchase of the company, we were commissioned by the new owners Sangs of Banff to re-imagine the brand identity for their spring water products.

MacB water was a product which had existed as a niche flavoured water; identified as a traditional Scottish brand. The new owners believed that the product would have a wider appeal if it could be repositioned on the market in such a way as to maintain the link with the existing base but open up a younger audience and a family audience who would also appreciate the sugar free nature of the product. 

We felt it vital to personify the brand in order to create a bond between product and customer. This was missing in the market, and provided us with an opportunity to humanise the product with a hook that people could remember.

The MacB bee was born.

We designed and produced the labeling and chose the bottles that would make the brand attractive on the shelf and easy and engaging for customers, young and old, to pick and consume. We then developed a multi channel marketing strategy to raise the brand profile and increase availability. 

We delivered an increase in turnover from £2.3m when we took on the contract to £4.2m. The increase was driven on unit sales. The company had relied on 90% of its turnover coming from wholesales. Our work on the brand led to 80% of turnover coming from MacB sales!

We engaged supermarkets and were able to put the product into Asda, Tesco, Scotmid, Co-Op, R S McColl. We grew the sales footprint from Scotland to the entire UK.

We negotiated the product to be stocked in bakery chains Greggs and Mathiesons. And we agreed distribution to support the customer demand with C + C’s, Booker, Costco and United Wholesale.