THE TASK 

Impressed by an innovative new product from Norway that improves the quality of tap water, Brunel Healthcare Ltd decided to take on sole distribution of the product in the UK. vivatap® is a simple-to-use sachet containing natural coral algae that instantly removes chlorine from tap water, improving both quality and taste.  Bloomsbury Communications was asked to launch the product to the UK media as part of a campaign that would educate consumers about taste and quality issues relating to tap water, as well as raising awareness of the brand.

ACTIVITY

In order to highlight the Norwegian roots of the product and create an image of clean, pure, freshness associated with the country, Bloomsbury liaised with the Norwegian Embassy and were given permission to hold a press conference at the Norwegian Ambassador’s auspicious Residence in London. Bloomsbury then recruited Norwegian TV & Radio presenter Mariella Frostrup to chair the event. Public Health Adviser,
Dr Charlie Easmon and leading nutritionist, Jane Griffin, were invited to talk about the water supply in the UK and the importance of water in a healthy diet.  Press in attendance were then given a demonstration of the product and a chance to taste it with a Norwegian buffet lunch supplied
by the Ambassador.

RESULT

The press conference was well attended by journalists across the media, many of whom gave very positive feedback to Bloomsbury about the event.  The launch was well covered in the press with articles in key national newspapers, including The Times, The Daily Telegraph, The Daily Mirror and The Independent on Sunday, consumer women’s magazines including OK!, Woman’s Own, Eve, BBC Parenting and numerous trade journals.  Brunel Healthcare’s local newspapers also published the story confirming the company profile in their region.  The launch event has been followed-up with promotional activity in key consumer magazines in order to consolidate the message.