LifeSaver
Helping people access clean water, globally.
Business for good
Everyone in the world deserves access to clean water. The LifeSaver® product range makes contaminated water safe. Their products are suitable for humanitarian crises, military and recreational sectors where the provision of clean water whilst on the move is critical to support life.
Challenge
The ultra-filtration technology of LifeSaver® removes contaminants making dirty water, clean, safe, and drinkable.
Their most advanced purifier removes 99.999% of viruses, 99.99% of cysts and 99.9999% of bacteria. Additionally, the product range features a protective ‘failsafe’ technology which ensures that no unsafe water can be consumed. However, the target audience is massively varied. From disaster agencies, charities, and military at one end of the spectrum, to recreational hikers, campers, and people living off-grid at the other. This presents both a unique challenge and an exciting opportunity.
Additionally, due to commercial and production complexities, the brand had suffered from a lack of direction and investment. So, whilst the LifeSaver® product was unique in the marketplace, the competitive environment in the portable water filter market was busy, robust, and pushing ahead.
Collaborate
C21 were commissioned to refresh the LifeSaver® brand, deliver integrated marketing and create a strong e-commerce offering, with the ultimate aim of moving from challenger brand to market leader.
The key objective for the client was to increase annual turnover by:
- Setting up an effective CRM programme linked to e-commerce
- Establishing a firm foothold in the US marketplace
- Achieving greater brand recognition and equity
- Establishing new distributor relationships and instore opportunities
Create
C21 brought personality, individuality, and intent to LifeSaver®.
The new logo was fresh, attractive, and eye-catching, supported by a memorable positioning statement. The tone of voice adopted, conveyed practical confidence, trusted experts, and friendly enthusiasts. A brand to do business with.
Main Proposition: Essential for survival
Brand Promise: LifeSaver® gives you clean, safe drinking water wherever you go
Brand Pillars: Quality – Reliability – Opportunity
Change
Despite the adverse trading conditions brought about by COVID-19, LifeSaver® has had their most successful two years to date, meeting the financial ambitions forecast.
Online activity has seen a continual upward trend since the new website was launched and will outperform targets set. Additionally, LifeSaver® signed a deal with one of the most influential distributors in the US, secured in part because of noted recognition for the strength of their refreshed brand identity in the marketplace.
Continued development of an integrated CRM system has also led to stronger customer relationships, with the integration of TrustPilot in 2019 and an increasingly credible and established online presence.
LifeSaver® water purifiers make a huge difference to the lives of millions of people particularly in the critical period following a natural or human-led disaster. Recently, 2,300 LifeSaver® Cubes were sent to Indonesia to aid their relief effort following a spate of earthquakes and a catastrophic tsunami.
Working with DFID UK in Africa, LifeSaver® also supplies large C2 units, which produce up to 2 million litres, providing 100 people in a community with clean drinking water for up to 18 years.
-
200
%
Increase in Annual Turnover
-
62
%
Increase in Online Sales
-
39
%
Increase in Retail Sales
-
271
%
Increase in Social Media Activity
