Glaceau brings superfruity vavavoom to Australia with the launch of Glaceau fruitdropwater via UM

Coca-Cola South Pacific has today announced the launch of Glaceau fruitdropwater, a low-kilojoule flavoured sparkling spring water launched specifically for the Australian market to capitalise on the growing consumer demand in the country.

Glaceau fruitdropwater offers variety and taste with sparkling spring water made with 4% ‘superfruity vavavoom’, which is the real fruit juice that is added plus a hint of sugar and natural flavours, making it perfect for quenching Aussie thirsts this Spring.

Primarily aimed at health conscious females aged 30 and above, Glaceau fruitdropwater is low kilojoule and made with natural flavours. It blends sparkling spring water with real juice and is sweetened with a hint of sugar.

The launch will be supported by a targeted customer media campaign via UM and Passport Design Agency with a strong out-of-home presence. The product will be supported in retail stores with a range of impactful visual and merchandising solutions.

Says Gloria Young, brand manager Glaceau: “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.

“Glaceau fruitdropwater was designed with this in mind and we are confident it will be well received with the aim of driving category growth.”

Passport Brand Design – Shopper Marketing

Red Agency – Trade PR