The ‘water enhancer’ category has grown in the US to be worth over $400 million in around three years, and Schweppes is looking to capitalise on the opportunity by kicking off the category in Australia with the launch of two brands in parallel.
Liquid water enhancers are simply concentrated flavours, in an easy to use format that can be mixed to make water more interesting.
Schweppes has recognised the opportunity for this innovative format in Australia and is creating the category by launching a product range under the Cotteeʼs brand called Cottee’s 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 Cotteeʼs Squirt and LQD+.
The products come in a pocket-sized, tactile format – and are a natural fit for the Schweppes portfolio, allowing consumers to customise their drinks on the go by adding flavour to water whenever they want.
With Schweppes, Asprey Creative developed distinctive brand platforms for Cotteeʼs Squirt and LQD+ including brand development and extension onto packaging and in-store collateral.
The two new ranges are being tested in market in South Australia at the same time and have been designed to appeal to distinct audiences.
The playful look of Cotteeʼs Squirt builds on key assets developed by Asprey for the Cotteeʼs cordial rebrand to appeal to families. The bold and attitudinal brand development of LQD+ focuses on independent adult consumers, positioning the product as a lifestyle accessory.
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