Shanghai Sparkling Drinking Water was founded as a joint venture company in Shanghai in August 1994. It was one of the earliest carboy water manufacturing companies to be established in the city. Due to successful marketing campaigns in its earlier years, Sparkling grew to become the largest distilled water brand in Shanghai. In 1997 it merged with the Watsons Water group, reaping the benefits of being part of an established family of well-known beverage brands. The brand is relatively young in a fast-changing marketplace. In order to support its ongoing growth and to establish an outstanding brand image in the market, the company adjusted its brand platform in late 2002. Its identity promises to offer "A Little More California Vitality a Day" and seeks to be associated in the minds of consumers with the sunshine, vitality, fitness and healthy lifestyle of the American sunshine state. Research done among the Sparkling customer base has confirmed its brand positioning. Shanghai consumers have positive images of California, perceiving it as an unpolluted place with green grass, blue seas and sunshine. The new Sparkling logo is designed to evoke images of simple vitality and freshness, with a new advertising campaign showing footage of good clean fun and ocean sporting adventure.