Cadbury Schweppes to re-launch Cool Ridge

Posted by Daniel Palmer on 16th June 2008

Australia is slowly developing a love affair for bottled water, with sales figures indicating it is Australia’s fastest growing beverage.

Over the past six years consumption has increased, on average, by 10% per annum and, despite recent negative press, the current 12L consumed by each Australian consumer is set to escalate.

The opportunity for growth of Australia’s bottled water industry is staggering if you consider that Italians, the world’s leading consumers of bottled water, drink almost 200L each per year. Recognising the great potential of the sector Cadbury Schweppes has announced that it will re-launch its Cool Ridge still spring water brand, with a brand refresh that will hit shelves this month.

The change incorporates a new product positioning and new packaging, which has been developed to maintain the ‘natural’ heritage of the brand – which consumers have previously associated with the image of a blue waterfall.

On the new pack this has been translated to a pebble surrounded by flowing water – designed to provide Cool Ridge with a cleaner, fresher look and increased stand out on shelf. The new brand positioning has been developed to emphasise the fact that Cool Ridge is and always has been locally sourced Australian water, and aims to differentiate the brand from competitors by reinforcing that Cool Ridge is simple, quality Australian still spring water with no gimmicks.

The brand refresh will be supported by a PR campaign which focuses on ‘honesty’ and aims to respond to some of the unusual claims made about water in a number of areas. There have been a number of recent media reports criticising the bottled water industry and the PR campaign could be expected to counter some of the concerns that have been raised. The re-launch will also be supported by extensive investment in point of sale solutions, with sponsorship opportunities, focusing on initiatives which make a difference to Australians and Australian water resources, to also be explored.

Darryn Wallace, Director of Beverage Marketing for Cadbury Schweppes, believes that a refresh for Cool Ridge could provide significant growth for the brand. “Cool Ridge has always been a strong performer within our stable of beverages, it has very broad distribution in a category which continues to grow year on year, and, with the improved shelf presence of the new pack design, we expect to see solid growth,” he said.

The new look Cool Ridge will start to hit shelves from mid-June, and roll out across all distribution channels including grocery and impulse in the following formats:
• 350ml: RRP $1.90
• 600ml: RRP $2.50
• 1.5L: RRP $3.60
• 12 x 600ml Fridge Pack multipack (grocery only): RRP $9.99
Available point of sale solutions include: wobblers, posters, pallet wraps, case stackers and ambient permanent stands.