glacéau vitaminwater's dirty little secret arrives in the u.k.
Monday, September 28, 2009
Glacéau vitaminwater is introducing a new addition to the existing glacéau range. xxx - triple berry, is the new flavour in-store from october. eighteen months since the brand's launch in gb, the original great-tasting enhanced water from new york has been a great success, now available in over 6,500 retail outlets and is worth £4m in gb.
The new variant is already a phenomenal success in the us, establishing itself as the no.1 glacéau vitaminwater flavour. now, soon to make its début with nationwide distribution in selected retailers from october xxx -triple berry hopes to follow in its us footsteps.
glacéau vitaminwater is formulated to help people on the go, stay conveniently hydrated whilst getting a few added vitamins. xxx - triple berry is a mix of three superfruit berry flavours - acai-pomegranate-blueberry, complimented by added vitamin b+c.
this is the first new variant to join the glacéau range, since its launch, and will be supported by an integrated marketing campaign, including pr, experiential, digital and consumer facing activity. to celebrate the launch of xxx - triple berry, glacéau vitaminwater has also launched an interactive consumer facing campaign online at glacéau's vitaminwater partner blog site, http://www.dailyvitamins.com/.
the campaign will culminate in event-led activity in central london in late october, supported by extensive experiential marketing to further generate awareness of the new product available to consumers. the campaign is scheduled to peak late october, to support nationwide distribution of the new variant.
jason hood, head of glacéau at cce, comments: "we are really excited about xxx-triple berry's debut this october. xxx-triple berry is america's favourite glacéau vitaminwater flavour and is anticipated to also be well received in gb. glacéau vitaminwater has been proving popular with gb consumers since its launch eighteen months ago. the functional stills category is in 47%[1] growth with glacéau leading the way, so we hope the launch of xxx-triple berry will help to grow the category even further."
xxx-triple berry is the seventh addition to the glaceau range alongside power-c (dragonfruit), vitaminwater essential (orange-orange), vitaminwater spark (tropical citrus), vitaminwater multi-v (lemonade), vitaminwater revive (fruit punch) and vitaminwater defence (raspberry-apple) - available in waitrose, sainsbury's and tesco stores, selected boots stores and independent stores nationwide in single serve 500ml bottles.
