UK: Juicy Water back on shelves after name re-think
Click through to view the Juicy Water rebranding
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.
Innocent Drinks Ltd is set to sell its remaining 42% stake to The Coca-Cola Co, with whom it first went into partnership in 2009. The objective is to gain a stronger presence within fruit/vegetable ju...
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