Virgin hires Saatchi & Saatchi for water launch

Sir Richard Branson’s Virgin Group has appointed advertising agency Saatchi & Saatchi to launch its new water brand.  The new brand is a result of Virgin’s deal with the Israeli food and water giant Strauss Group last year.

The Virgin-​Strauss Water venture will market, sell and service water products, including home water dispensers and office water coolers. The water will be purified using Strauss’ environmentally friendly technology.  The brand will launch in the UK this year with plans to expand across Europe.

Virgin Green Fund, the Virgin Group’s investment company in the renewable energy and resource efficiency sectors, invested $7.5m in the first stage at the end of 2011, with Strauss Water investing $2.5m.

After the initial investment, Strauss Water owned 58% of the joint project and the Virgin investment fund, 42%.

US-​based mains-​fed water cooler company Quench is also a Virgin Green Fund company.

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