Coca-Cola Enterprises Ltd (CCE) has announced a new sports cap pack format and £5.5 million ‘life distilled’ marketing campaign for its glacéau smartwater brand.
The new sports cap, which will be available in 850ml packs, will hit shelves this month and has been introduced to tap into consumer demand for instant consumption formats, where glacéau smartwater is ranked the number five brand (Nielsen).
The launch is supported with an extensive £5.5 million marketing campaign which kicked off in April. The ‘life distilled’ campaign uses out of home and digital advertising and will run across GB throughout spring and summer.
Coca-Cola Enterprises operational marketing director Caroline Cater said: “Bottled water with a sports cap is in growth, ahead of the rest of the instant consumption water sector (Nielsen). There is real room for our customers to capitalise on this trend with the new pack format for glacéau smartwater which, as a brand, continues to grow in popularity (Nielsen).”