UK: Juicy Water back on shelves after name re-think

By | 12 April 2013

Click through to view the Juicy Water rebranding

Click through to view the Juicy Water rebranding

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Innocent has returned Juicy Water to its original name six years after the initial rebranding.

The company, in the process of being fully acquired by the Coca-Cola Company, relaunched the fruit-flavoured bottled water brand in the UK yesterday (11 April) ahead of a summer marketing campaign. The line was first unveiled in 2003 as Juicy Water but changed to This Water in 2007.

Innocent said the name change and repackaging “makes our bottles more eye-catching”.

The marketing campaign will include press, digital media and experiential activities scheduled to run “when it's hot”, a spokesperson said.   

Juicy Water will comprise the same ingredients as This Water - 80% UK spring water, 15% fruit juice and 5% natural sugar - and comes in four variants.

In February, Coca-Cola agreed a deal to acquire the "majority" of shares in Innocent it does not already own. The US firm upped its stake in Innocent to 58% in 2010

Expert analysis

Innocent Drinks case study: capitalizing on the health trend in the smoothie category

Introduction This case study on Innocent Drinks forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the company's achievements as it copes with recession, competition and takeovers. Reasons to Purchase Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market

Sectors: Product launches, Soft drinks

Companies: Innocent

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