Glaceau VitaminWater is adding a citrus-guava flavour Sunshine new variant to its portfolio. To drive trial of the Sunshine SKU at launch, packs will feature ‘try me free’ neck collars offering consumers the chance to send off for a full refund with every pack they buy. The on-pack graphics will also communicate the benefits of the added vitamins.
Communicating to consumers the new recipe with stevia extract that has reduced the sugar levels and calorie content from previous levels by 30%, neck collars will feature on variants across the range with the strapline ‘with vitamins to help you be at your best’. Also available specifically for independents are trial price collars of £1 and £1.20.
Nick Canney, VP Sales & Marketing at Coca-Cola Enterprises, commented: “The Flavoured Water sector had a fantastic 2012, up +8% in value as consumers continue to look for products that provide a functional benefit to fit in with their busy lifestyle. The growth was led by Glaceau VitaminWater, which is up ahead of the sector at +34.3% yoy, now worth £16.5m in retail sales.”
The brand will be supported by an on-pack promotion and above the line campaign in the summer months.