In 2016 a story broke in the global press about the little Italian town of Acciaroli,
where an unusually high percentage of people were living to over 100 and remarkably free of illness.
Scientists attributed this in part to the large amounts of rosemary the villagers consumed daily.
This inspired David Spencer-Percival to create the world’s only water containing pure rosemary extract.
Having been introduced, DSP told me the story of Acciaroli and of his intention to create the drink.
He also invited me to be his Creative Director and help create the brand.
I’ve since influenced everything from packaging, to advertising, range extensions, partnerships and more.
Our launch campaign told the Acciaroli story and created a credible connection between it and the product.
Targeting an intelligent, affluent consumer we ran the campaign in quality print publications.
We didn’t have the budget for outdoor but that didn’t stop us.
We posted these ‘fake ups’ on social and soon had people congratulating us on our poster campaign.
Kevin Godley shot an extraordinary film for us featuring Daphne Selfe, the world’s oldest working model.
Our lovely old van is used at pop ups and events as well as being a working delivery vehicle.
We announced each new stockist with a front page strip in the Metro.
In late 2017 we launched a 60ml shot variant and focussed on rosemary’s beneficial effect on memory loss.
With the TetraPak we targeted a younger, career minded, health and body conscious consumer.
We led with rosemary’s beneficial effects on short term memory; improved focus and concentration,
positioning the drink as something that would give a competitive edge in the workplace.
In 2018 DSP told me of his desire to create a range of botanical waters and own the category.
After much testing and consulting with experts in the field, nine more herbs
were chosen for their taste and differing medicinal benefits. No1 Botanical Waters was born.
A key point on this journey was securing the authentication of the Royal Botanic Gardens, Kew.
