WhiteWater is spring water with caffeine and electrolytes. It has no calories or preservatives and it came about because of the popularity of Ibiza’s party scene. The brand was launched at the Dalt Vila music festival in Ibiza in May and is now using its reputation and popularity in the ‘White Isle’ as a springboard for a wider launch.
In2 Rehab’s Antony Harrison, Chris White, Richard (Billy) Holt, Sam Bowery, Annette Harrison, Natalie Harrison and Linnea Donovan make up the team behind the new drink. They were working on a completely unrelated product when the idea for a water geared specifically to Ibiza’s world famous nightlife first arose. The team recognised its potential immediately so sidelined the project in progress and put all of their efforts into the new concept. The promise of WhiteWater is that it hydrates and refreshes during the clubbing marathon that an Ibiza holiday can become but also provides the extra energy needed to stay on the dance floor as long as possible.
The name, WhiteWater, was chosen to convey energy and movement. This needed to be reflected in the packaging. So did fact that the drink is also for relaxing and that it is ideal for both day and night consumption. The sleeve design therefore features a cyan blue background with a “tattoo” at the top incorporating the Yin and Yang symbols. The tattoo was used to evoke “waves representing white water in its literal sense and yin and yang, which we feel is very reflective of the contrasting appeal of Ibiza - day/ night, fire/ water, femininity/ masculinity, all of that. In other words, it seemed right for an island that is paradise by day and parties like nowhere else, by night,” Harrison stated.There is also an island motif and palm trees that reflect its more chilled side. In darkness and when exposed to UV light, the pack glows electric blue to create an aura of excitement and nighttime energy.
The special finish grew from an idea by Harrison’s wife to add something to the water to make it glow in the dark. The team did not want to change the water in any way once it had been perfected, so they opted to look for a way of lighting up the packaging. This was achieved by gravure printing in four colours including a UV glow in the dark and luminescent ink effect. The 360° coverage of the sleeve maximises the available landscape of the curved 500 ml bottle to help create a strong brand identity.
Bringing WhiteWater to fruition was not without challenges, the last of which saw the packaging production halted as there was a problem with the perforation on the heat sleeves. To make the deadline for shipping to Ibiza for the Dalt Vila party, the team worked around the clock to find the solution.
“CCL Decorative Sleeves have done a brilliant job,” commented Antony Harrison of In2 Rehab Brands, who developed WhiteWater. “We needed to create a pack that reflected the values of our brand and conveyed its 24 hour nature, in particular the change when day turns into night. The glow in the dark effect works fantastically well and creates a great buzz among party-goers.”
The new water is being promoted at illuminated WhiteWater bars at events across Ibiza. It also made an appearance at the IMS Grand Finale and the Gatecrasher opening party to introduce it to the party crowd. In2 Rehab has plans to further develop the WhiteWater range, with additional varieties.
