Deep Spring

Brand Repositioning and Relaunch

  • Research

  • Strategy

  • Commercialisation

The story

Deep Spring is a much loved Australian brand that has been around since the 1980’s but had lost its way in a sea of new competitors.

With consumers moving rapidly towards “Better for You” beverages Deep Spring had been depositioned and the brand was losing traction.

Tripod partnered with Deep Spring’s parent company Coca-Cola and was tasked with doing a deep dive into its future including an analysis of the market, Deep Spring's brand essence and positioning, price and pack architecture and assessment of its liquid and packaging.

Tripod acted as the brand team throughout the project collaborating with multiple departments within the organisation including Sales, Marketing, Supply, Legal and Strategy to ensure alignment and buy in to the project.

Tripod also project managed external partners including the market research agency Colmar Brunton who ran qualitative consumer groups and packaging and liquid agencies who worked on the development of the new brandmark, packaging and liquid to ensure that the new Deep Spring product met consumer needs and expectations.

The results

The new brandmark, packaging and liquid was strongly validated by consumers in research.

Once the research confirmed strong consumer validation of the new Deep Spring brandmark, packaging and liquid, the new product was manufactured by the commercialisation team. It was then successfully sold into the National Accounts including IGA and Coles to compete against other “Better for You” brands.

Deep Spring was repositioned to remain relevant for another generation of Australian consumers.

Relevant case studies

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