Henniez is by far the best known mineral water in Switzerland. Since 1905, this major brand has established itself as part of the Swiss heritage, reflecting the country’s attachment to tradition and quality. Henniez needed to redefine its brand strategy and design expressions due to mounting competition from the large international mineral water brands with powerful platforms, chief among them Evian and Saint Pellegrino. It also wanted to appeal to younger consumers.

Reposition Henniez to make it once again the favorite brand of the Swiss, appealing particularly to younger generations and families for whom buying domestic brands has ceased to be a priority.

In addition to working with the brand on everything from strategy to innovation (and all the stages in-between), Dragon Rouge came up with a key idea to win back the hearts of the Swiss: “Henniez, water for radiant people”.This platform, which transcends questions of heritage and bonds the generations through a new “Swissness”, is reflected at every level: - new packaging (shape and graphics) for mass retail channels and restaurants: innovation via the creation of new transportable formats then introduction of a range of natural flavors;- end-to-end communication program (tone of voice, graphic, photographic and semantic style, etc.) together with a new slogan – “radiance is in your nature” – used for all marketing collateral, and particularly merchandising, staged events, BTL and the web.