Last updated 15:11, Monday, 01 September 2008

BOTTLED water from a South Lakeland village is to undergo a high-profile marketing campaign throughout Britain and Ireland.

PROMOTION DRIVE: Willow Water

Willow Water, which is sourced at Flookburgh and bottled at a factory on the village’s Moor Lane, has signed up with brand specialists Brazen to promote its product.

The company believe its water has beauty-enhancing powers from curing complaints like eczema and acne to creating clearer, blemish-free complexions.

Managing director Clywd Price-Jones said: “Brazen impressed us with the clarity of their response to our brief.

“They immediately understood where we needed to be and have presented a clear strategy of how to get there.”

Brazen will initially target womens’ and beauty press using the campaign theme, ‘There’s Something in the Water’.

It will also forge links with leading dermatologists and make-up artists including TV expert Armand Beasley to add their approval of the product.

Peter Burling, Brazen senior account director, said: “This is a fantastic product and the proof is most definitely in the drinking.”

Willow Water is promoted as the only bottled water in the UK that naturally contains a unique blend of minerals including salicin and high levels of calcium.

The calcium comes from the limestone layers through which the water is filtered before it forms in a natural spring from Cartmel Fell in the Lake District.

Salicin, a derivative of White Willow bark, is reckoned to significantly improve dermatological conditions such as eczema due to its anti-inflammatory capacities.

The company rose from the ashes in 2005 after the firm Cartmel Valley Springs Ltd, which was founded in 1999 and began producing Lakeland Willow SpringWater four years later, got into financial difficulties the previous September.