Water Works

CLIENT

Algonquin Power Limited

OBJECTIVE

Bring together 18 separate US-based water utilities under one new brand and re-launch as a unified company, ensuring consumer continuity and acceptance

SOLUTION

Develop a distinctly American brand identity – Liberty Water – and attach brand characteristics that relate to people and their daily interaction with water (“Because water matters every day”); roll out to 18 communities on the strength of an all-encompassing web site also developed by Pilot, as well as local media relations

RETURN

More than 75,000 customers accepted and embraced the change; online payments to the new site were transitioned smoothly; Liberty continues to establish itself as a water utility that relates to people – highly unique positioning for a commodity product