Australian bottled water brand, Mount Franklin, has launched a new national ad campaign - and refreshed its blue water bottles.

Mount Franklin marketing manager – water, Rena Chatterjee, said that the integrated marketing campaign ‘Drink Positive, Think Positive’ would position the brandas the catalyst to drink, think and act positively.

“The campaign will aim to resonate with the positivity inherent in Australians through a number of initiatives and promises to draw consumer’s attention when it’s rolled out nationally this month.

The campaign, to be promoted on the fresh and distinctive new packaging for the PET range, will give Australians the opportunity to bring their positive experiences to life and spread their messages through www.thewellofpositivity.com. For every positive message added to the well, Mount Franklin will donate $1 (up to $150,000) to help fund research into the prevention and cure of breast cancer, hoping to raise a total of $250,000 for the National Breast Cancer Foundation (NBCF) this year.

The campaign will create further excitability through an extensive media buy including: an innovative TVC on air now illustrating the power of positivity as a force of change; witty thought provoking print and online adverts that will target top-tier lifestyle magazines through the months of July and September; and extensive point of sale and promotional activity with Marketing and PR support.

“Mount Franklin is the packaged water market leader, and is currently growing faster than the category,” said Chatterjee.

However, there are still opportunities to grow the category in Australia and driving an emotional connection with the consumer by giving them the opportunity to act positively provides them with a tangible reason to engage in a purchase. If each of us has a positive outlook on life and our wellbeing, imagine the potential for positive change.”

Mount Franklin is part of Coca-Cola Amatil’s water portfolio, which includes the brands Pump and Neverfail. Mount Franklin is Australia’s number one and most recognised bottled water brand.