Our design needed to stand out in a cluttered market.

We were competing with well known, already established brands.

We needed the design to look premium while reflecting the Australian humour and attitude.

Our objective was to highlight the purity of Australian alpine water over that of competition by showing some of the things that enter the water system in these overcrowded, popular areas.

We took what everyone associates with the Italian Alps, snow, and used this as the key design element of the campaign. We then used images of what goes into the snow to create the actual snowflakes, from Marmot's throwing up to dirty outdoor toilets and cyclists relieving themselves.

It's too early in the campaign to attribute hard sales figures to its success, but anecdotal reports confirm consumers and retailers are responding well to the campaign, which is also supported by radio.