Coca-Cola launches ‘Glaceau smartwater’
Coca-Cola is now selling its ‘Glaceau smartwater’ in Australia.
Already available in the UK and the US, Glaceau Smartwater is described as a “vapour distilled mineralised water”. It includes added calcium, magnesium and potassium minerals.
The water will be targeted at 18 – 34 year olds and it is positioned between ‘everyday’ bottled waters and ‘ultra-premium’ bottled waters.
Gloria Young, Brand Manager for Glaceau smartwater said the products success overseas promoted its introduction into the Australian market.
“It is designed to appeal to on-the-go, style-conscious consumers who are looking for something a little extra from their water and the vapour distillation process is a big point of difference for us,” said Young.
“We have an opportunity to make a big impact in the category with this premium yet functional offering and we are confident Australian consumers will respond positively to the sleek design and crisp taste of Glaceau smartwater, sustaining the brand’s international popularity,” she said.
The water enters Australia after Coca-Cola South Pacific launched Powerade and Pump branded ‘water enhancers’ into local stores in late December 2015.
Glaceau smartwater will be available in 12x700ml sports cap lid packs from a variety of retail stores including supermarkets and convenience stores.