Compelo Packaging - Latest industry news and analysis is using cookies

ContinueLearn More
Close
Dismiss

glacéau smartwater announces major marketing campaign

glacéau smartwater announces major marketing campaign

Press Release 2014 September 5

glacéau smartwater announces major marketing campaign

Coca-Cola Enterprises today announced Jennifer Aniston will play a leading role in premium bottled water glacéau smartwater’s UK launch campaign, following the brands high profile London launch event last week.

 

The actress is already the brand’s spokesperson in the United States and will provide the voiceover for the TVC and feature in the OOH and digital campaign.

 

glacéau smartwater is manufactured and bottled at the Coca-Cola Enterprises (CCE) factory in Morpeth, making Britain the first market in Europe to introduce the product.

 

The £1.38bn UK bottled water category, has grown +6% year on year[i] and is forecast to increase by a further 8% over the next three years[ii]. Coca-Cola aims to drive growth in rapidly growing category in this market.

 

glacéau smartwater is targeting the UK’s millions of bottled water drinkers and is looking to make an immediate impact with young professionals; the group are heavy bottled water consumers due to a fast paced lifestyle juggling work, entrepreneurial and social activities.

The Autumn campaign includes:

– A new TVC. glacéau smartwater is inspired by clouds and the new TVC takes the viewer on an imaginative and whimsical journey.

– A high profile OOH campaign will go live over 4,500 sites, including some of the most iconic advertising spots in the UK.

– glacéau smartwater is also leveraging social and digital media, launching Twitter and Instagram feeds.

The production in Morpeth reflects CCE’s ongoing commitment to manufacturing in Great Britain. The move has seen an investment of £3.5 million in the site’s production lines and the introduction of new water treatment processes. CCE is also investing in its staff at the facility, funding an employee training programme aligned with the new technology and processes being used to make glacéau smartwater.

 

Pete Smith, Operations Director at Coca-Cola Enterprises Morpeth, said:

"Morpeth has a strong history of producing high quality water for consumers across GB and we are proud that the first bottles of glacéau smartwater to be introduced to the European market are being made here. At CCE we are committed to supporting local manufacturing and the investment in our staff, as well as new equipment at the site, reflects that dedication."

 

"Updates to the site have included the installation of new blending and mixing equipment, and the introduction of advanced technology to create transparent labels for the new bottles. This is an exciting development for the site, as well as helping to create a product that has a really unique look and feel."

[i] Canadean estimates 2014

[ii] Zenith International forecasts published Oct 2013

 

ENDS

 

 

 

About glacéau smartwater

glacéau smartwater is the first ever bottled water brand in GB to use a unique method of vapour distillation, using British spring water in its evaporation, condensation, and precipitation process. A combination of electrolytes is then added (a blend of magnesium, calcium and potassium compounds) resulting in a taste that’s distinctly crisp, clean and fresh. glacéau smartwater is available in 600ml and 850ml bottles from a wide range of outlets. Each bottle contains 30 per cent plastic from plant based materials (PlantBottle) which is fully recyclable and comes with a lower carbon footprint.

glacéau smartwater uses spring water from an underground aquifer, also the source of Schweppes Abbey Well.

 

About Coca-Cola Enterprises Ltd

Coca-Cola Enterprises, Inc. (CCE) is one of the world’s largest independent Coca-Cola bottlers. CCE is the sole licensed bottler for products of The Coca-Cola Company in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.

In Great Britain, Coca-Cola Enterprises Ltd employs some 4,000 people across England, Scotland and Wales at manufacturing sites and depots.

CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging and recycling, water stewardship, and energy and climate protection.

For further information please visit www.cokecce.co.uk

 

For more information please contact:

Coca-Cola Enterprises Press Office

Cocacolaenterprises@3-monkeys.co.uk

01895 844 828