Palatinose - Soft Drinks International

ProDUCTS
28 Soft Drinks International – February 2011
Water & Water Plus
Beyond water
AUSTRALIA The many healthy attributes
of coconut water position this fast-growing
category perfectly for association with, via
endorsement or publicity appearances,
celebrities known for their interest in health
and personal wellbeing. Australian entrepreneur
Russell Lipton has leveraged this very
effectively with his Beyond 100% coconut
water.
The product, packed in attractively hued
300ml bottles, has appeared at swimwear
and other fashion showings, while its own
regional launches have been attended by a
galaxy of celebrities from sports, fashion and
social scenes.
Lipton has developed this further by persuading
health venues and a surf accessories
chain to stock the line, as well as health
stores, delis, supermarkets and other retail
channels.
Beyond 100% coconut water has undertaken
joint promotions, such as with a cosmetics
brand. Regular product placements in
newspaper and magazine food sections have
added to Beyond’s growing profile. Not surprisingly,
Lipton uses Facebook and Twitter
to maximise the impact of these marketing
initiatives.
Hydration for
children
UK Britvic has launched Robinsons Fruit
Shoot Hydro, a new spring water drink
aimed at children aged 7-11 years. There are
three flavours in the range: Orange &
Pineapple, Apple & Raspberry and Blackcurrant.
The drink is made from spring water, with
a hint of natural fruit flavour, free from sugar
and artificial colours and flavourings. It will be
available in a sports bottle format (350ml
bottles or a four-pack and an eight-pack of
250ml bottles) designed to appeal to children
that are active and need to stay hydrated.
Supporting the launch is a £2.5 million
marketing campaign. This will include cinema
and TV advertising throughout the year, starting
in April, as well as a series of press advertorials
communicating the range’s benefits in
both print and online media.
The new Robinsons Fruit Shoot Hydro
range will replace Robinsons Fruit Shoot
H2O.
rugby support
UK Highland Spring has entered into a new
partnership with Scottish Rugby to become
the official bottled water partner to the
national team as well as Glasgow Warriors
and Edinburgh Rugby. The three year deal
will see the brand provide water for the
Scotland team as well as the Glasgow and
Edinburgh teams.
In addition Highland Spring will be the
official bottled water partner to the Emirates
Airline Edinburgh Sevens when 16 countries
including the Scotland Sevens team play in
the finale to the HSBC Sevens World Series
at Murrayfield on 28th and 29th May 2011.
Highland Spring already supplies water to
six of the Aviva premiership rugby teams
and 18 Scottish rugby clubs, including current
champions Currie and cup holders Ayr.
As the UK’s leading produced brand of
bottled water, Highland Spring is committed
to supporting sport at all levels and encour-
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The new sponsorship was launched by
Scotland players Mike Blair, Nick De Luca and
Ross Rennie at Murrayfield.
age people to adopt a healthier and more
active lifestyle. Mike Blair, Scotland and Edinburgh
scrum-half, said: “As players we all
understand the importance of hydrating
properly. Highland Spring is a proud Scottish
company and we are delighted to receive
their backing.”
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