BJK&E and its sister creative agency, Delaney Fletcher Bozell, have
scooped the pounds 2 million task to launch the first ad campaign for
BJK&E pitched for the business against AMS and Universal McCann, and has
already begun working on Naya’s first UK advertising - a national TV
The initial campaign will be a UK adaptation of existing US creative
work, but BJK&E has introduced Delaney Fletcher to Naya and the agency
will handle all its creative work from next year.
Naya launched into the UK market in 1997 and is now the country’s tenth
biggest brand within the still water category.
This position has been achieved without any advertising support.
Now pounds 2 million has been set aside for an initial burst of
advertising, and budgets are expected to increase next year.
The product has a unique sports cap to allow easier consumption on the
go. It is aimed at a young market, with a bias towards men in their late
teens and early 20s - particularly those active in outdoor and team
According to Mark Patterson, the managing director of BJK&E, Naya is the
first water brand to be targeted at young consumers. ’We’re hoping that
Naya will inject some life into the branded water market and become the
Pepsi Max of waters,’ he said.
Ian Rabbidge, the UK sales manager for Naya, commented: ’We will be on
UK television for the first time and will have the benefit of a fully
comprehensive below-the-line support programme.’