Karen Dempsey Highland Spring is enlisting the help of Bugs Bunny and Tweety Pie in an ambitious drive to get kids to drink bottled mineral water. The licensing deal with Looney Tunes will also use the images of Sylvester and Tasmanian Devil on 330ml bottles of water ­ targeted at primary school kids ­ which will arrive on shelf from next month. The bottles will have a non-spill sports cap, which Highland Spring says makes it ideal for lunchboxes and kids on the go. While kids are known for their love of sweet fizzy drinks, Highland Spring is convinced there is a gap in the market for kids' water and that children will need little persuasion to drink it. Liz Breckenridge, marketing director at Highland Spring, said bottled water is often seen as aspirational for kids as they see older people drinking it. "Research told us not to do a carbonated version as kids associate fizz with something sweet. And the plea from mothers was not to add flavours to it as that would be self-defeating." She added that the character licensing would give instant appeal to both boys and girls. There is also a name strip so that children can personalise their bottle. Breckenridge said that retailers' reaction had been positive, and that Highland Spring was aiming for positioning in both the lunchbox and water fixtures. Support activity includes PR, trade advertising and sampling in stores and schools. Looney Tunes water is made with 100% Scottish natural water and Highland Spring branding appears on pack. It comes in a 300ml bottle (rsp: 39p) and a six multipack (rsp: £1.99-£2.39). {{MARKETING - P&P }}