Designed and launched a branded water bottle and video ad campaign for Utility Stores Pakistan.
Case Study
Creating an Inclusive Marketing Strategy for Utility Stores Pakistan’s First Branded Water Bottle Launch.
Services We Provided:
Utility Stores Corporation (USC) Pakistan is the largest retail chain in the country, operating under government ownership with a focus on providing affordable essential goods to the public. With around 14,500 employees and 6,000 stores nationwide, USC plays a crucial role in supplying quality products at prices lower than market rates, primarily targeting low-income and underprivileged communities.
Utility Stores Pakistan approached us with an exciting new venture—the launch of their first-ever branded water bottle. This was a significant milestone for the organization, as it marked their entry into a new product category. Our role was to assist with both the product design and the marketing strategy for this launch.
Our initial task was to create a compelling design for the water bottle and its label. We aimed for a clean, accessible look that reflected the brand’s commitment to quality and affordability. The design was crafted to appeal to a broad audience, emphasizing both the product’s purity and the brand’s reputation as a provider of essential goods for everyone, regardless of socioeconomic status.
The real challenge was developing an effective marketing strategy that resonated with USC’s diverse customer base. Given Utility Stores’ mission to serve all segments of society, especially the poor, we knew the campaign needed to convey a message of equality and inclusiveness.
Tip: To appeal to a broad audience, it’s essential to create content that resonates with different socioeconomic groups. Our video featured two contrasting characters—a wealthy individual and a hardworking taxi driver—both purchasing the same product, illustrating USC’s commitment to serving everyone.
We decided that the core of our marketing would be a video campaign that highlighted the universal appeal of Utility Stores’ products. The video featured two contrasting characters: one, a wealthy individual stepping out of an expensive car, and the other, a hardworking taxi driver.
Both characters arrive at the store to purchase the same water bottle, illustrating that Utility Stores’ products are for everyone—rich or poor. This narrative was designed to reinforce the idea that USC provides high-quality products that are accessible to all.
To add credibility and a familiar voice to the campaign, we collaborated with Tahir Ubaid, a renowned Pakistani voiceover artist and anchor. His deep and reassuring voice concludes the video with the line, “Sehat Par Samjhota Nahi” (No Compromise on Health), emphasizing the product’s quality and USC’s commitment to health.
Our video production team coordinated with Utility Stores’ General Manager to shoot the commercial on location at one of their stores. The collaboration was seamless, and the video production was completed efficiently. The final video turned out to be a powerful piece that resonated deeply with the audience.
The campaign was a resounding success. Utility Stores Pakistan promoted the video across their social media platforms, where it received widespread appreciation. The messaging struck a chord with the audience, reinforcing Utility Stores’ brand values and establishing their water bottle as a trusted product for everyone.
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