Following the brand’s move to reduce the sugar and calorie content of its formulation using the stevia extract, Glaceau Vitamin Water is now adding a new variant to its rainbow portfolio. New citrus-guava flavour Sunshine features an exciting vitamin mix including vitamin D.
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 – vitamin D to contribute to the support of normal bones and vitamins C and B6 to contribute to the reduction of tiredness and fatigue.
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 Ltd, comments:
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. Sunshine will be a great addition to the range and by featuring neck collars on-pack, we are helping consumers to understand the brand’s benefits further and driving trial, especially with the offer of their money back. To make the most impact on-shelf, retailers will be able to merchandise multiple flavours together to create an eye-catching rainbow.
The brand will be supported by an on-pack promotion and above the line campaign in the summer months.