Denny the Duck fronts summer campaign for Aqua Pura natural mineral water

Roxane UK has announced the launch of its summer 2026 campaign for Aqua Pura, unveiling brand mascot Denny the Duck in a new, ‘fully walking, fully talking’ form.

Denny is becoming the feathered face and voice of a brand that is currently growing faster than any other mineral water brand in the category (Nielsen).

The brand is up by 96% year on year, with its 12 x 500ml hero multipack up by 100% and five-litre format up by 113%. Both SKUs are riding a wider category shift towards larger, value-led formats as shoppers prioritise at-home hydration.

Bottled at source in the Eden Valley in Cumbria, Aqua Pura has built that growth on the fundamentals of provenance, authenticity and value and is now pairing it with a creative platform designed to bring some personality to the fixture.

Hollie Veal, marketing manager at Roxane UK, says: “Denny’s quack has always sounded a bit like the ‘Aqua’ in ‘Aqua Pura’ if you listen closely enough, so now we’re leaning into it properly. She’s cheeky, she’s Northern through and through, and she’s not afraid to nudge, wink, and poke a bit of fun at a category that’s been dry in more ways than one.

“What’s brilliant is that we get to do all of this from a position of real strength – the growth figures give us the confidence to continue to be bold.”

Veal explains that Denny’s transformation from print mascot to walking, talking mother duck is designed to close the gap between the brand mascot and brand name, turning a simple sound into instant brand recognition.

Everywhere Denny goes this summer, she’ll be bringing lighthearted fun, Northern wit, and a knowing wink to the brand’s ‘life hacker’audience: the busy, savvy families who appreciate a laugh as much as a decent bottle of water, while reinforcing the purity, trust and provenance that have always sat at the brand’s core.

From this month, the summer campaign will roll out across YouTube, Meta and Pinterest, using AI to target the brand’s core audience with a simple, unmissable message: Aqua Pura or, as Denny would have it, “D’ya mean Quackqua Pura?!”

The campaign is forecast to deliver around 37 million impressions, giving retailers a timely opportunity to maximise off-shelf, secondary and seasonal activations around a brand already outperforming the fixture.