Yorkshire Water seeks a pseudo FMCG image via HHCL campaign

The utility company Yorkshire Water is encouraging consumers to think of the region's water as a brand in a new integrated campaign from HHCL %26 Partners.

The agency, which won the account in April, was briefed alongside the branding company The Chase to come up with ways to get more people to drink tap water.

The new campaign, breaking in the Yorkshire region, encourages consumers to ask for Yorkshire Water by name as if it were an FMCG brand.

The posters, in 48- and six-sheet formats, as well as bus sides, question people's behaviour while away from home, and where they are likely to be thirsty, with headlines such as "Thirsty & in a restaurant?"

The ads then offer a step-by-step guide to change behaviour and quench thirst. One poster asks: "Hot, sweaty & thirsty from dancing? before encouraging clubbers to reject expensive bottled water, swig some tap water and "Resume search for a quick snog".

The ads will be supplemented by further activity aimed at reinforcing the brand imagery of Yorkshire Water. Refillable branded bottles will be handed out to the public to coincide with another ad showing the bottle with the strapline, "Bottle it", and headlines such as: "It's what taps are for."

The campaign was art directed by Axel Chaldecott and written by Andrew Lloyd-Jones. Media is planned and bought through TCS North.

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