Consumer research has revealed a need to clarify the brand architecture for the different Spa drinks. Consumers see Spa Reine, Spa Barisart, Spa Marie-Henriette, Spa Citron, Spa Fruit and Spa Sparkling as separate brands with their own identities. Their connection is not clear to consumers. The strength of the Spa icon is fragmented across the various brands, although the Spa brand’s unique characteristics should reinforce the sub-brands.
Together with BBDO, Spa developed a new brand strategy and brand architecture to join all products under one Spa parent brand. This improves the visibility of the entire range and allows a clearer and more contemporary positioning of the Spa flagship and all its sub-brands towards customers.
From now on, the different products will be joined under one overall identity – the Spa parent brand – with three different sub-brands: still water, sparkling water and lemonades. This change in brand architecture also involves new, modern-day logos and packaging. All this is supported by completely new, contemporary communication using all the currently relevant media and is pushed forward by the new commercial for the Spa parent brand.
Dirk Van de Walle, Country Director Belgium and Marketing Director Spadel: “The separate brands will no longer communicate as standalone brands. All communication will be united in one clear Spa identity that is based on the Spa parent brand. We have to strengthen the bond we have with our consumers even more by clarifying the DNA of the Spa icon. Spa wants to be a ‘love brand’ again.”
The parent brand
The power and foundation of the Spa parent brand will be used far more effectively to show that all sub-brands and products are made with Spa’s natural mineral water. The Spa parent brand will appear on all general communication.
|Spa parent logo
The logos’ new design emphasises that the three sub-brands belong to one and the same family. The different dynamic and colour coding offers a clear visual distinction between the specific characteristics of each of the sub-brands:
Spa still water
(from end of September 2015)
Spa sparkling water
(on the market since June 2015)
Spa Sparkling & (aro)
(from March 2016)
Spa Fruit Still
Spa Fruit Sparkling
With a new, contemporary design and inspiring communication
A full online and television communication plan was created based on the positioning developed by BBDO Think and Spa in order to re-establish Spa as the love brand.
The new strategy also led to a new baseline, design and packaging for the three sub-brands. All the sub-brands were all included in the new Spa commercial, which mainly focused on the parent brand.
BBDO Think advised Spa in collaboration with the following partners:
Quatre Mains (design logo)
Darwin BBDO and JW. Thompson (campaign)