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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
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