Coca-Cola South Pacific has today announced the launch of Glaceau smartwater in Australia, a premium still water offering, which will expand the Australian water category. The launch comes as Coca-Cola seeks to leverage a significant marketing opportunity to drive category value.
Targeting the 18-34 year old demographic, Glaceau smartwater is a vapour distilled mineralised water. The brand is positioned between ‘everyday’ and ‘ultra premium’ water brands and comes to Australia off the back of major global success, including in the US, where it is the number one premium water brand.
What separates Glaceau smartwater from its competitors is the unique vapour distillation process that goes into making it, inspired by the natural purification process. This ensures pure water with the addition of calcium, magnesium and potassium minerals to provide a clean, crisp taste that is ideal for those who live an active lifestyle.
In addition to its unique bottle design, the brand differentiation will be reflected in-store by a range of key retail visuals and merchandising solutions, including posters, case stackers and wobblers.
Gloria Young, brand manager, Glaceau smartwater, said, “With the brand going from strength to strength across the globe, we felt it was time to bring Glaceau smartwater to Australia. It is designed to appeal to on-the-go, style-conscious consumers who are looking for something a little extra from their water and the vapour distillation process is a big point of difference for us.
“We have an opportunity to make a big impact in the category with this premium yet functional offering and we are confident Australian consumers will respond positively to the sleek design and crisp taste of Glaceau smartwater, sustaining the brand’s international popularity.”
Glaceau smartwater will be available in 12x700ml sports cap lid packs from a wide range of retail channels including grocery, independents and on the go partners.