THE CHALLENGE/OUR APPROACH Ty Nant is a premium, natural mineral water sourced from Wales. The challenge was to launch a new plastic bottle, whose design was inspired by the flow of running water, to a younger, mass market audience, whilst maintaining an up-market style positioning. piranhaKid commissioned the photographer, Rankin, to bring the beautiful curves of the bottle to life by using original Wonderbra supermodel Adriana Sklenarikova. piranhaKid also negotiated Ty Nant presence at the autumn/winter 2002 Julien Macdonald fashion show, positioning the brand as the designers’ water. RESULTS piranhaKid leveraged picture exclusives and interviews in News of the World, OK! magazine and The Guardian. The campaign also received coverage in Dazed and Confused, Independent, Sunday Times Style and ES Magazine. David Relph, Director of Ty Nant, said, “The new bottle is flying off the shelf, due to pK’s brilliant work”.