SDI JUL09.qxd - Soft Drinks International

24 PRODUCTS
Soft Drinks International – JULY 2009
Brand growth
FIJI The purity, ‘South Pacific romanticism’
and consumer appeal of bottled waters
from Fiji have developed into an international
marketing success story. This is not
restricted to the well known Fiji Water – the
Aqua Pacific brand is also making strong
progress both in exports and domestic sales.
SDI reported on Aqua Pacific in the
brand’s very earliest days. Since then it has
grown from a niche brand to a beverage
widely available in Fiji’s tourism industry – a
mainstay of the island nation’s economy –
including resorts, the national carrier Air
Pacific, cruise boats and others.
Aqua Pacific is produced by Crystal Clear
Mineral Water (Fiji) whose bottling plant is
close to Nadi International Airport, Fiji’s
principal visitor gateway. Source is a protected
artesian well on the island of Viti
Levu, with the water filtered in six stages at
a level of two microns.
The brand was created by Altaaf
Mohammed, one of the pioneers of the
Fijian bottled water industry. Aqua Pacific
For the ride
UK Supporting the launch of juicy drench
spring water, is a new TV and digital ad campaign
which features a giant pheasant being
ridden by a cowboy, rodeo-bull style, to the
classic Black Box track ‘Ride on Time’. The
advertisement has been created to demonstrate
the benefit of staying hydrated. It features
the end line ‘Stay on top of your game’
and is part of a £5.5 million marketing campaign
that includes TV, PR, online and instore
activity.
Tom Dalton, Brand Controller for drench
said: “Juicy drench is perfect for consumers
who want to stay hydrated throughout the
day. Juicy drench is a great tasting spring
water juice drink satisfying consumers’ taste
needs at times of the day when water just
doesn’t hit the spot. We feel that this
impactful advertising campaign will excite
and intrigue consumers and demonstrate
that drench gives you the tools to stay
hydrated and perform at your best.”
Juicy drench is available in three flavours:
Orange and Passionfruit, Cranberry and
Raspberry, and Blackcurrant and Apple.
uses distinctive tropical-style packaging to
stand out on shelves and in dispensers. The
graphics feature a colourful Fijian parakeet.
Environmental issues are stressed – the
company is aiming to become carbon-efficient
by late this year, reducing and offsetting
emissions and boosting the use of renewable
energy.
Aqua Pacific is active in sponsoring rugby,
Fiji’s most popular sport.
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Highland activity
UK Highland Spring has embarked on its
annual joint summer marketing campaign
with VisitScotland. The new ‘Perfect Setting’
campaign theme focuses on the provenance
and quality of Scottish food and drink and
aims to increase awareness of Scotland’s
array of fresh, natural produce.
The advertisements feature striking photographic
images of a chef shown in a selection
of unexpected locations as he gathers a
range of Scotland’s finest natural produce for
his menu. The advertisements carry the
tagline ‘The freshest food and drink awaits
you’, and were shot on location at Inverlochy
Castle in Lochaber, Bridge of Orchy in
the West Highlands and Eddrachilles in
North West Scotland.
An extensive outdoor media campaign is
planned, focusing primarily on the London
Underground. An integrated online advertising
schedule has also been developed to
include websites such as dailymail.co.uk, bbcgoodfood.co.uk,
Radio Times online, The
Times online and expedia.co.uk.
The campaign is being supported by
nationwide sampling events at key commuter
locations in London, Manchester,
Newcastle, Glasgow and Edinburgh.
New flavours
USA Acai Fruit Punch and Mango Melon
variants have been added to PepsiCo's
SoBe's range of zero calorie Lifewater
drinks. The range, which includes Fuji Apple
Pear, Black and Blue Berry and Yumberry
Pomegranate is sweetened with the all-natural,
zero-calorie sweetener, PureVia made
from the Stevia plant leaf and infused with a
unique mix of antioxidant vitamins C & E,
essential B vitamins and herbal ingredients.
A marketing programme, described as the
brand's most widespread to date, is underway.
The activity involves reaching consumers
via Twitter and Facebook, along with sampling
and new advertising.