BJK&E and Delaney Fletcher win Naya Water debut UK campaign

BJK&E and its sister creative agency, Delaney Fletcher Bozell, have scooped the pounds 2 million task to launch the first ad campaign for Naya Water.

BJK&E and its sister creative agency, Delaney Fletcher Bozell, have

scooped the pounds 2 million task to launch the first ad campaign for

Naya Water.



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

campaign.



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

sports.



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.’



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