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MDR Brand Management launches ethical water brand with PURENorway

Posted on 10 December 2019

MDR Brand Management launches ethical water brand with PURENorway

MDR Brand Management has entered into a joint venture partnership with lifestyle company PURENorway to globally launch an ethical canned water brand, PURENorway Water.

Headed by CEO Daniel Avener, MDR has led on all aspects of the strategic development of the brand as well as establishing a multi-tiered global distribution network.

Captured at source from the ancient glacial belts of Norway and filtered naturally through marble, the water is responsibly produced and packaged in recyclable aluminium cans. PURENorway Water is 100% pure and inspired by the Norwegian concept of 'Friluftsliv' or open-air life, conveying the importance of spending time outdoors.

Alongside still and sparkling variants, PURENorway Water will be available in a number of sparkling natural flavours: green tea and peach, citrus, watermelon, ginger and lemon, and orange. The brand will launch at retail in Q1 2020, with distribution already secured in the UK, China, Japan, South East Asia and the Middle East. A social media and advertising campaign with engaging and ethical messaging will support the launch of the PURENorway Water.

The brand will also donate 1% of turnover to the PURENorway Foundation, which will help fund projects and organisations aligned to its mission to protect the sea from plastic waste.

Daniel Avener, CEO at MDR Brand Management, said: "This is MDR Brand Management's first equity investment into a brand, and we have selected one that shares our values and with a strong environmental ethos. PURENorway has built its brand on lifestyle products inspired by Norwegian's natural landscape, using environmentally friendly and recycled materials and ethical labour. Through this venture, we are capturing the essence of Norway, the sustainable way. PURENorway Water marks its first foray into the food & beverage sector and we are excited to partner on the launch of this innovative, eco-conscious product."

Even Ovnerud, Managing Director at PURENorway Water, said: “We are very pleased to have teamed up with MDR Brand Management as a partner. Building a global brand within the food & beverage industry requires knowledge and network - MDR Brand Management have proven that they posess them both, and that they share our values regarding sustainability."

About MDR Brand Management

MDR Brand Management is the first brand management business to be launched by a leading law firm in the UK, and is the fourth non-legal business within The Mishcon De Reya Group, sitting alongside MDR Cyber, MDR Discover and Mayfair Private. It has been created to address the growing complexity that brand owners face in the global marketplace. It is built on a unique set of foundations, recognising that there has never been more overlap between creative, commercial, regulatory, digital and legal considerations.

For more information on MDR Brand Management, please click here: https://mdrbrand.com/.

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