GSW_Summer 2021

GLACÉAU Smartwater has launched a new campaign to highlight its 100% recycled, 100% recyclable credentials, following a major packaging revamp last year.

Hitting shelves from mid-June, the campaign will see messaging appear on-pack to remind consumers that as well as being 100% recyclable, GLACÉAU Smartwater bottles are now made from 100% recycled PET plastic (rPET).

Phrases such as ‘I’m not new to this’, ‘Have we met before?’ and ‘Hi there, me again’ will take over 600ml and 850ml packs during the summer, helping to drive standout in the chiller and tap into shoppers’ growing appetite for products that use recycled materials.

The launch of the new pack designs will be supported by an above-the-line marketing campaign in July and August, including social media and out-of-home activity.

Martin Attock, vice president of commercial development at CCEP GB, said: “Sustainability is at the heart of everything we do for GLACÉAU Smartwater and this has built a strong brand equity with consumers, especially young adults – who are frequent bottled water shoppers. This summer and beyond our strategy is to become their water of choice when they’re on the move, by leveraging our sustainability credentials to help retailers boost sales.

“As restrictions continue to ease this summer, we are confident that this new campaign will appeal to those looking for hydration while out and about.”