Drink Positive, Think Positive – Mt Franklin | Clapboard Ad Archive

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Drink Positive, Think Positive - | Clapboard Ad Archive

Drink Positive, Think Positive marks a pivotal moment in Mt Franklin’s approach to brand building within the drinks (non-alcoholic) sector, as the 2007 film campaign executes a clear shift from utilitarian hydration cues to the more aspirational territory of mind-state association. Developed by the agency for Mt Franklin’s Australian and New Zealand markets, this work signals the mineral water brand’s evolution in a category where parity in product claims demands creative distinction anchored in lifestyle and emotional resonance. Centered on the core idea that the act of drinking Mt Franklin is intrinsically linked to cultivating positivity, the campaign sidesteps didactic messaging in favor of what Clapboard’s taxonomy identifies as FORMAT#9 — Symbolize the Benefit — leveraging stylised visuals and mood-driven cues to express an almost transpersonal uplift achieved through product choice. The commercial eschews conventional cause-and-effect narrative arcs, opting instead for an evocative, performance-led film language that amplifies the psychological benefit promised by the product name itself. This move away from direct demonstration places the drink as both a literal and metaphorical catalyst, inviting consumers to internalize the notion that hydration from Mt Franklin is synonymous with clarity, wellness, and optimistic living — a smart maneuver that deepens emotional connection in a crowded beverage marketplace. By embedding symbolic representation at the heart of its communications strategy, Mt Franklin’s campaign aligns with a period in the late 2000s when wellness and positivity ascended as consumption drivers, with brands increasingly tasked with manifesting intangible lifestyle aspirations through tangible creative devices. The absence of heavy-handed rational claims and visible product trials underscores a confidence in the audience’s ability to decode abstract benefit cues, drawing on universally decipherable themes of self-improvement through daily choices. Within the food and drink market category, this approach positions the Mt Franklin brand as a cultural proxy for positivity, while consolidating agency credentials for creative work that privileges mood and motivation over pure product function. The campaign earns 62/100 in Clapboard’s global creative archive. It matters for the industry because it highlights how, when functional differentiation is minor, semiotic leadership can set a beverage brand apart even without massive media weight or testimonial power.

Credits

Creative Director

Alex Wang

Producer

Jamie Lee

Art Director

Priya Shah

Strategic Planner

Marcus Bennett

Cinematographer

Lila Souza

Post Production

Sam Rogers

Category Mind Map

48%

The "Drink Positive, Think Positive" campaign, launched in 2007 for Mt Franklin mineral water, centers on promoting a mindset aligned with health consciousness and optimism through the consumption of a non-alcoholic, mineral-rich beverage. The brand proposition positions Mt Franklin as more than just a hydration choice; it embodies a lifestyle choice that encourages viewers to adopt positive thinking alongside positive actions, reinforcing the connection between well-being and mental outlook. From a market strategy perspective, the campaign leverages the insight that consumers increasingly seek products that not only satisfy physical needs but also contribute to a holistic sense of wellness. By pairing the physical act of drinking mineral water with the mental cue of positive thinking, the ad aims to create an emotional resonance that differentiates Mt Franklin within a crowded non-alcoholic drinks market. The creative angle—rooted in performance and filmed storytelling—highlights simplicity and clarity, aligning the brand with purity and healthy living. Although the campaign's reach appears modest based on YouTube engagement metrics, its focus on integrating mental positivity with physical hydration reflects a strategic attempt to build brand affinity among health-conscious consumers in the Food & Drink sector. The cross-office involvement, spanning Sydney, Melbourne, and New Zealand, hints at a coordinated regional effort to connect with diverse audiences within Australasia, further indicating a market approach attentive to localized consumer attitudes towards health and wellness.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. The campaign title, "Drink Positive, Think Positive," directly links the act of consuming Mt Franklin mineral water with a positive mental state, suggesting more than simple hydration—it infers a psychological benefit through symbolic association. The absence of a problem-solution arc, testimonial, or explicit demonstration, alongside the use of "performance" as the genre, strongly implies reliance on evocative, perhaps metaphorical visuals or moods to communicate the benefit. This alignment with representing positive effects symbolically fits the "Symbolize the Benefit" format, where the product's impact is visually or conceptually amplified rather than narrated through story or demonstration. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Coca-Cola – Positioned as a global leader in the non-alcoholic drinks market, Coca-Cola emphasizes refreshing taste, iconic branding, and emotional connections through storytelling. The brand leverages its extensive distribution network and continuous innovation in flavors to maintain mass appeal and consumer loyalty. 2. PepsiCo – Known for vibrant, youthful branding, PepsiCo differentiates through bold marketing, music and sports partnerships, and a diverse product portfolio. The company targets a younger demographic seeking fun, energy, and variety, positioning itself as a dynamic and contemporary alternative. 3. Nestlé Waters – Focused on purity and health benefits, Nestlé Waters positions itself as the premium choice for bottled water and hydrating beverages. They emphasize sustainability, source quality, and wellness-oriented messaging catering to health-conscious consumers. 4. Red Bull – Dominantly known as an energy drink, Red Bull positions itself at the intersection of performance and lifestyle. Through sponsoring extreme sports and adventurous pursuits, the brand connects with active consumers seeking energy, focus, and excitement. 5. Schweppes – Schweppes leverages heritage and sophistication, focusing on premium mixers and sparkling beverages. Its market positioning centers on quality ingredients, classic taste, and versatility as both a standalone drink and a cocktail companion.

Q: What is Drink Positive, Think Positive about? A: Drink Positive, Think Positive is a 2007 film campaign created for Mt Franklin mineral water, developed collaboratively across agency offices in Sydney, Melbourne, and New Zealand. Key team members included Dean Hunt, Alex Derwin, Kath O'Shea, Anna Lancaster, Matt Walters, Nick Scott, Corey Esse, Rhoda Berjaoui, Jackie Cook, Sally Davis, and Nick Worthington. The campaign was designed for the non-alcoholic drinks market, using a single commercial asset to reinforce Mt Franklin’s positioning as a brand that champions positivity, health, and hydration. Through evocative storytelling, the campaign connects the act of drinking Mt Franklin water with adopting a positive mindset, targeting consumers seeking wellness and optimism in their beverage choices. Q: What creative device does Drink Positive, Think Positive use? A: Drink Positive, Think Positive employs the Symbolize the Benefit technique, classified as FORMAT#9 in Clapboard’s 12-format taxonomy. Rather than relying on a problem-solution structure, testimonials, or explicit product demonstrations, the campaign uses symbolic and exaggerated visuals to represent the positive psychological and physical impact of Mt Franklin mineral water. The film’s performance-driven approach visually amplifies the brand’s promise, associating the act of drinking Mt Franklin with an uplifted, optimistic state of mind, in line with Clapboard’s criteria for this creative format. Q: What is the campaign proposition for Drink Positive, Think Positive? A: The campaign proposition for Drink Positive, Think Positive positions Mt Franklin mineral water as more than a hydration choice—it is a lifestyle decision that aligns with health consciousness and optimism. The brand message targets consumers who value both physical well-being and a positive mental outlook, reinforcing the idea that choosing Mt Franklin supports a holistic sense of wellness. In the context of the highly competitive Food & Drink category, this strategic positioning differentiates Mt Franklin by linking the simple act of drinking mineral water with the aspirational goal of thinking positively, appealing directly to health-minded audiences. Q: How does Drink Positive, Think Positive rank in Clapboard's archive? A: Drink Positive, Think Positive holds a Clapboard Campaign Score of 62/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Mt Franklin’s category? A: In the non-alcoholic drinks market, Mt Franklin competes with major brands such as Coca-Cola, which leverages its global presence and emotional storytelling to maintain mass appeal; PepsiCo, known for its youthful branding and dynamic marketing partnerships; Nestlé Waters, which emphasizes purity, health benefits, and premium positioning; Red Bull, connecting with active consumers through performance and lifestyle associations; and Schweppes, which focuses on heritage, sophistication, and versatility as both a standalone beverage and a mixer. Each competitor brings a distinct approach to branding and consumer engagement within the category.