Challenged by gaining mind-share in the mature bottled water category and competing with large existing players like The Coca-Cola Company, Athena Partners sought a partnership with our design and marketing group to successfully brand and launch this cause-related effort to fight cancers afflicting women.
The challenge was to make the packaging stand clear in the store aisle among strong competition. Athena wanted to look like part of this crowd, but be the strong frontrunner.
The positioning of Athena needed to speak about making healthy personal decisions, being strong, waging the war against the disease and coming out a winner. To match these strong and powerful sentiments, the "Warrior" persona was developed. For the packaging, Girvin used vivid blues and strong teals, empowering the bottle to stand out on a store shelf, while an integration of the pink ribbon reminds consumers of the important cause. The new tagline, "Victory Starts Here," brings hope.
"I'm convinced that the first class design of the package was a major determinant of our success..."
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