Highland Spring aims to make bottled water aspirational for kids with Looney Tunes licensing. Does it work? Jason Butler, creative head of brands at Appetite, does the writing and Annie and Holly do the drinking I don't suppose my family is any different from any other when it comes to kids' consumption of food and drink. It is a balance of trick or treat ­ the trick is getting them to eat what's good for them and the treat, well that's what makes childhood a fun place to be. My first impression of Looney Tunes Scottish natural water was disappointing. Would a cartoon paper label elevate water to a new level in kids' minds? Saying that, I recognise that my role in this piece was not of user, but observer. The kids ­ Annie, 5, Holly, 7 and Ben, 11, eat and drink like a lot of kids: they love what's bad for them and tolerate what's good. As team manager, Nicki (wife and mother) holds the reins, balancing the trick with the treat and has for some time now been trying to ply them with a lot more water when out and about. The girls took to Looney Tunes like a duck to water but were initially surprised it was just water. Then the novelty of having their own portable bottle took over. Ben was not impressed and was particularly put off by the kiddy cartoons ­ not cool! So back to the girls. Holly: "I like the cartoons and my favourite character is Taz." Annie: "The blue cap!" Holly: "The top is good, it doesn't leak and it's good to be seen with at school." Based on the kids want it, it's healthy and portable, and good for lunchboxes,' Nicki would be happy to buy it in the future. In summary, this is a product for young kids whose parents want to trick their kids into a healthy alternative while treating them with something that they will enjoy and identify with. My view is that the bottle structure provides cues that make them feel grown up. Balance this with a child orientated label and you have a formula for enticing children to be more healthy and providing parents with a convincing solution. But will the Looney Tunes designs maintain interest in the long term considering how many stimuli kids demand and get? Scottish natural water? - just how different and beneficial is it for kids really? {{MARKETING - P&P }}