glacéau smartwater unveils new lightly sparkling variant
Coca-Cola European Partners (CCEP) has unveiled its biggest innovation in glacéau smartwater since the brand launched in 2014 with the introduction of a new lightly sparkling variant to help retailers further tap into the growth of the bottled water sector.
The new product, which launches into grocery in November, will be available in a 600ml PET bottle ideal for busy on-the-go consumers and a 6x600ml multipack to provide more choice for shoppers.
glacéau smartwater sparkling comprises vapour distilled spring water with added electrolytes and just the right amount of carbonation to create a distinctive clean and crisp taste, offering a clear point of difference to existing brands.
Its introduction will see the brand disrupt the existing sparkling water market, which currently makes up 15 per cent of the total plain bottled water sector and has enjoyed 8.6% growth[1] over the past year as consumers become increasingly health conscious.
The variant will feature the stylish packaging that glacéau smartwater is renowned for, with light blue details to differentiate it from the original variant. The bold, simplistic design of both bottles will deliver enhanced stand-out on shelf, encouraging increased sales.
To support the launch, retailers will be supplied with point of sale materials that highlight new glacéau smartwater sparkling alongside the original variant. This forms part of glacéau smartwater’s £10million two-year communications plan that began in Spring 2016, with the brand’s outdoor advertising campaign now set to highlight both the still and sparkling variants.
CCEP is looking to build on the impressive growth enjoyed by glacéau smartwater in GB, which has seen it become the fastest-growing water brand with 95.5% year-on-year growth, with a value of £26.4m[2]
Caroline Cater, operational marketing director GB at Coca-Cola European Partners, said: “glacéau smartwater has been hugely successful since it launched in GB in 2014, and with the sparkling water market enjoying strong growth, we’re now looking to further support the trade through this exciting brand extension.
“glacéau smartwater sparkling will use the brand’s increasing popularity and distinctive point of difference to offer new choice to the sparkling water market’s more traditional consumer and encourage trial with younger still water shoppers. This latest innovation is backed by a far reaching marketing campaign that will support both our still and sparkling offering, helping to further grow bottled water sales.”
[1] Nielsen value sales total market data to 30.04.16.
[2] AC Nielsen MAT Total GB to 02/07/2016
