Fresh and refreshing
Mount Franklin is Australia's leading water brand, but familiarity often breeds contempt.
The quality and authenticity of Mount Franklin was being overpowered by foreign brands and new entrants, so it was time refresh the story of a great brand.
The first task was to establish a sense of place for the brand, bringing to life the Australian origin and natural purity of the product. Then we set about developing a more premium offering and creating new product variants for the range, broadening usage and making consumers reconsider the brand, to realise that familiar can often be fantastic.