Heidi goes out into the wide world
Heidiland mineral water is undergoing a comprehensive relaunch. The completely new look is being designed by By Heart.
The little Heidi on the newly designed label gives an impression of where the journey is heading: it looks out over the reflective surface of Lake Walen and the Churfirsten mountain range into the distance. Where is it looking? As far as Japan and Australia? The new Heidiland mineral water does not want to hide its international ambitions. Now that this brand has been very well received in various countries in Asia, Australia, America and Russia, these markets are to be targeted much more specifically. Heidi is going out into the world.
The mineral water brand with the famous Heidi has an international focus and is intended to convey authentic Swiss qualities of upscale hospitality, pure nature and safety. The new management team with Patrick A. Widmer and Kurt Müller is sending out a clear signal. The brand documents this premium claim with a completely new look, which was developed and implemented by the advertising agency By Heart.
Surveys set guard rails
But what exactly is it that the various markets expect from a Swiss premium mineral water? Does the image of the little girl support the high standards or is it more of a hindrance? The design process was guided by surveys in the target markets. "The Heidiland mineral water was to become an ambassador for the Heidi myth and Swiss hospitality. From the screw cap to the label," explains Peter Krebs from By Heart. The Edelweiss emblem - a symbol from the very beginning of this brand - has also been redesigned and its meaning enhanced. It stands for the naturalness and purity of the water. This high-quality mineral water, with its balanced mineral content and extreme purity, repeatedly comes top in blind tastings with international competitors.
Over many years, the original rainwater in the mountains that line the valley slowly seeps down into the depths through various layers of rock. In the process, the water is carefully filtered and enriched with valuable minerals. Around 170 meters below the earth's surface, the water is finally collected and then bubbles up to the earth's surface under its own pressure. This is called an artesian spring. While many other mineral waters in the world have to be pumped out of the earth with a great deal of energy and effort, Heidiland mineral water bubbles up all by itself. It is not wrested from nature, it is its voluntary gift, so to speak.
The market potential is also expanded in the home country with the introduction of a low-carbonated water. A 20-liter KEG container is also being offered for the first time for professional dispensing. Heidiland mineral water is now also being gradually developed on the Swiss market, primarily targeting the upmarket restaurant and hotel sector and discerning corporate customers. Initial marketing activities will focus on the Heidiland vacation region, the neighboring tourist centers of Graubünden and the Zurich economic area. Other regions will then follow. The brand is also relying on a second pillar that has already developed well: private labels. This offers companies the opportunity to obtain their own mineral water, a bottle with a label in their own corporate design. This offer is already being used extensively. Orders of 1,000 bottles or more in single-variety pallets are already included.
Andreas Panzeri
The mineral water brand with the famous Heidi has an international focus and is intended to convey authentic Swiss qualities of upscale hospitality, pure nature and safety. The new management team with Patrick A. Widmer and Kurt Müller is sending out a clear signal. The brand documents this premium claim with a completely new look, which was developed and implemented by the advertising agency By Heart.
Surveys set guard rails
But what exactly is it that the various markets expect from a Swiss premium mineral water? Does the image of the little girl support the high standards or is it more of a hindrance? The design process was guided by surveys in the target markets. "The Heidiland mineral water was to become an ambassador for the Heidi myth and Swiss hospitality. From the screw cap to the label," explains Peter Krebs from By Heart. The Edelweiss emblem - a symbol from the very beginning of this brand - has also been redesigned and its meaning enhanced. It stands for the naturalness and purity of the water. This high-quality mineral water, with its balanced mineral content and extreme purity, repeatedly comes top in blind tastings with international competitors.
Over many years, the original rainwater in the mountains that line the valley slowly seeps down into the depths through various layers of rock. In the process, the water is carefully filtered and enriched with valuable minerals. Around 170 meters below the earth's surface, the water is finally collected and then bubbles up to the earth's surface under its own pressure. This is called an artesian spring. While many other mineral waters in the world have to be pumped out of the earth with a great deal of energy and effort, Heidiland mineral water bubbles up all by itself. It is not wrested from nature, it is its voluntary gift, so to speak.
The market potential is also expanded in the home country with the introduction of a low-carbonated water. A 20-liter KEG container is also being offered for the first time for professional dispensing. Heidiland mineral water is now also being gradually developed on the Swiss market, primarily targeting the upmarket restaurant and hotel sector and discerning corporate customers. Initial marketing activities will focus on the Heidiland vacation region, the neighboring tourist centers of Graubünden and the Zurich economic area. Other regions will then follow. The brand is also relying on a second pillar that has already developed well: private labels. This offers companies the opportunity to obtain their own mineral water, a bottle with a label in their own corporate design. This offer is already being used extensively. Orders of 1,000 bottles or more in single-variety pallets are already included.
Andreas Panzeri
