Focus is on glacéau vitaminwater this summer
Monday, June 14, 2010
this summer, glacéau vitaminwater, the original great-tasting enhanced hydration brand from new york, is introducing a brand new variant to its highly successful range.
in-store from july, i-focus (500ml), a new strawberry and kiwi flavour variant contains vitamin c, energy-releasing b vitamins and vitamin a, which is proven to help maintain eye health.
i-focus is the second new variant to join the glacéau vitaminwater range since its launch two years ago, the first being xxx - triple berry, which launched last september.
the launch of i-focus will be supported by an integrated marketing campaign, entitled "show us your vits", including pr, experiential, digital and consumer facing activity and bespoke point of sale materials to maximise visibility of the new variant in store.
jason hood, head of glacéau at coca-cola enterprises (cce), comments: "we are really excited to be extending our glacéau vitaminwater rainbow with the introduction of i-focus. the vibrant pink colour of the new variant will increase shelf standout against the remaining seven colours of the glacéau vitaminwater range, driving additional sales for retailers.
"growth in the functional stills sector has been led by glacéau vitaminwater with the brand now worth £8m in retail sales and up 334% year on year after only two years. we are confident new i-focus will be another successful variant and will help the sector to grow even further."
-end-
for further information please contact:
carly at mercieca on
020 7485 0100 or email cocacolaenterprises@mercieca.co.uk
Notes to editors
[1]Total coverage MAT Latest year to w/e 29.05.10
[2]Nielsen Volume CCE Case YTD to w/e 07.05.10
[3]AC Nielsen Total Coverage to 08.05.09 [this data is too old
please provide more recent data]
[4]AC Nielsen Total Coverage to 08.05.09 this data is too old
please provide more recent data]
glacéau vitaminwater is formulated to help people on the go, looking for simple ways to stay hydrated while actively looking after their health and wellbeing. i-focus is the eighth addition to the glaceau range and joins vitaminwater xxx-triple berry (acai-blueberry-pomegranate), vitaminwater power-c (dragonfruit), vitaminwater essential (orange-orange), vitaminwater spark (tropical citrus), vitaminwater multi-v (lemonade), vitaminwater revive (fruit punch) and vitaminwater defence (raspberry-apple) in single serve 500ml bottles.
j. darius bikoff, founder/ceo
it all started in 1996, the year ebay® first appeared and it was the height of britpop and two lads from manchester were on stage at knebworth singing wonderwall to a quarter of a million people. meanwhile, in new york city, an adventurer, gadabout and humble genius named j. darius bikoff was being pummeled by the one-two punch of raging thirst. heading to a yoga class, bikoff was feeling run down and gobbled a vitamin c wafer and chased it with a swig of water. the combination of flavour and vitamins inspired bikoff to develop and launch 'glacéau vitaminwater', a nutrient packed, low calorie beverage.
bikoff created 'glacéau vitaminwater' for himself, but because it worked so well it was embraced by millions of people across the usa who were looking for a healthier beverage option.
bikoff's vision gave birth to glacéau, changing the beverage industry forever as he then went on to build glacéau into the leader of the active lifestyle category in the usa. ten years later in june 2006, advertising age named 'glacéau vitaminwater' as one of the ten products and services "that rocked the world in the past decade", alongside blackberry® and google®.
in may 2007, bikoff sold glacéau to the coca-cola company but continues to run the organisation.
glacéau vitaminwater is a trade mark of energy brands, inc. aka glacéau
about coca-cola enterprises:
coca-cola enterprises ltd (cce) is a uk based subsidiary of coca-cola enterprises inc, the world's largest marketer, producer and distributor of the coca-cola company's (tccc) products.
cce manufactures and distributes products for tccc as well as products for other brand-owners, throughout england, scotland and wales, employing around 4,500 people in great britain across seven manufacturing sites and a number of regional offices and depots.
cce is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.
cce manufactures and distributes the following tccc brands: coca-cola, diet coke, coke zero, fanta,
dr pepper, sprite, schweppes, schweppes abbeywell, glaceau, relentless, powerade, oasis and 5 alive. in addition, cce also distributes monster, appletiser, ocean spray (from 2010) and capri-sun on behalf of other brand owners.
cce has the largest share of soft drinks in the uk with on-going brand and product innovation continuing to reinforce this position of leadership within the category. coca-cola is the uk's number one selling soft drink and remains one of the most innovative brands in the world today.
