Coca-Cola South Pacific has launched Glaceau fruitdropwater, a low-kilojoule flavoured sparkling spring water launched specifically for the Australian market.
Primarily aimed at health conscious females aged 30 and above, Glaceau fruitdropwater is low kilojoule and made with natural flavours.
The launch will be supported by a targeted customer media campaign with a strong out-of-home presence.
The product will be supported in retail stores with a range of impactful visual and merchandising solutions.
Gloria Young, brand manager Glaceau, said: “Glaceau fruitdropwater is an exciting new product specifically designed for an Australian audience.
“Research tells us that female water drinkers look for refreshing alternatives when it comes to their drinking repertoire and we have found ‘low kilojoule’ products resonate well with this audience,” she said.
“Glaceau fruitdropwater was designed with this in mind and we are confident it will be well received with the aim of driving category growth.”
Glaceau fruitdropwater is available in three ‘superfruity vavavoom’ combinations – raspberry apple, pomegranate pear and cranberry lime.
All three will be available in 500ml single serves, while the raspberry apple and pomegranate pear flavours will also be packaged in 1.2L multi serves.
The product can be purchased at IGA in both 500ml and 1.2L varieties, with the 500ml bottle also available from on-the-go outlets.
From October, the 500ml range will also be available from 7-Eleven outlets.