Schweppes Australia has announced it is launching a new product known as “liquid water enhancers” which appear to be little more than a cordial for adults.
Liquid water enhancers are concentrated flavours, in an easy to use format that can be mixed to make water more interesting. In the US the category has rapidly grown to be worth over $400million in less than three years.
Schweppes ran a trial in South Australia over the summer which has proven the opportunity for this innovative format in Australia. Schweppes is creating the category by launching a product range under the Cottee’s brand called Squirt, and another new range called Lqd+.
As creative partners on Schweppes cordial and water brands, Asprey Creative was asked to develop the brand and packaging and other supporting collateral for Cottee’s Squirt and Lqd+.
The products come in a pocket-sized, tactile format and allows consumers to “customise” their drinks on the go by adding flavour to water whenever they want. A suite of three popular flavours are featured across both brands.
With Schweppes, Asprey Creative developed distinctive brand platforms for Cottee’s Squirt and Lqd+ including brand development and extension onto packaging and in-store collateral.
Ellie Vince, head of innovation at Schweppes says, “Innovation that taps into a real consumer need and has the potential to alter consumer behaviour doesn’t come along often, so I’m genuinely excited about the brands we’ve created in this new space in partnership with Asprey Creative. Lqd+ and Cottee’s Squirt have the potential to fundamentally change the way people consume beverages, tapping into two key trends – customisation and convenience, whilst appealing to different segments of the market.”
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