FRANCE: Nestlé Waters repositions Aquarel
Nestlé Waters has repositioned its pan-European spring water Aquarel on the French market to target children aged between six months and three years.
Drawn from several sites, Aquarel was launched in 2000 at a price slightly above that of retailers’ own brands.
“Aquarel has always been associated with infant nutrition and the re-positioning and re-packaging of the brand is designed to produce a strong identity in a segment which has high-growth potential,” a Nestlé Waters France spokesperson told just-drinks this week.
On packs, the brand's blue silhouettes logo has been replaced with bear cub Bo, the mascot of the Nestlé Baby range. A promotional campaign for the revamped Aquarel was launched on 1 June in French supermarkets.
Eckes Granini has announced the appointment of Emmanuel Manichon as managing director of its operations France....
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