Leading soft drinks manufacturer Britvic and PepsiCo UK are re-launching their functional water brand, V Water, under the SoBe soft drinks brand. The new SoBe V Water range will consist of six flavours, each with a distinct benefit. The range is available now in selected grocery, convenience and independent outlets. The launch will drive sales in the Water Plus sub-category, which has grown year-on-year since 2004 and is now worth £164m*.
SoBe V Water comes in an easy grip 500ml PET bottle appealing to the needs of the on-the-go consumer. The new eye-catching label draws upon the spirit of South Beach, Miami, where the SoBe brand takes its inspiration from and is designed to deliver greater standout on shelf to increase consumer awareness in-store.
Hydration, enjoyment and nourishment
Available now with an MRRP of £1.39, the range, which includes two brand new flavours,-Forti-Fight and Vrroom-, is designed to appeal to a wider audience, especially 20-25 year olds who want soft drinks that complement their lifestyle and enhance their overall well-being. The delicious tasting variants include:
o Shield (Lemon & Lime) with Vitamin C, Zinc & Echinacea
o Detox (Elderflower & Pear) with B Vitamins, Artichoke & Dandelion
o Vrroom (Tropical Citrus) with Vitamins C, D & E, Calcium, Zinc & Selenium
o Kick (Ginger & Mango) with Ginseng, Vitamins C, B3, 5, 6 & 12
o Glow (Pomegranate & Blueberry) with Zinc, Selenium and Vitamins E & C
o Forti-fight (Blackcurrant & Goji Berry) with Zinc & Vitamin C
Functional support
The SoBe V Water campaign will begin with the launch of a new Facebook site, supported by a PR campaign and Outdoor advertising, as well as in-store promotional including sampling and events.
The distinctive packaging was created by Blue Marlin, which has been Britvic’s design partner for 11 years.
Britvic and PepsiCo UK recently launched SoBe Pure Rush, a naturally energising caffeine drink available in 250ml cans, into BP forecourts and WH Smiths travel stores and number of urban cafés and delis.
Source: Nielsen Scantrack MAT 25th December 2010
Jon Evans, Head of Seed Brands at Britvic, comments:
“SoBe V Water offers consumers a great tasting low calorie drink with the added benefit of vitamins. Each individual flavour includes a mix of vitamins designed to suit every consumer, no matter their mood or need-state.
“Functional Water has been a star performer over the past year with sales of V Water growing by 152%*, however, we believe there is even more room for growth. That is why we are investing £5m in marketing the new SoBe V Water range, which our research shows will help extend the appeal of the brand and help grow the category.”