Coca-Cola holds water with sporty bottles

Coca-Cola South Pacific has tapped the water enhancer space with the release of two new products in striking packaging.

Powerade Sports Drops is a customised offering providing 'on-the-go hydration' for active males across a broad age range.

The masculine-looking bottles have easy-grip sides and feature simple, sporty text advertising the inclusion of electrolytes and the flavours of Mountain Blast or Berry Ice.

Pump Drops is a flavoured drops offering designed to give added value to bottled water.

The packaging features familiar Pump branding with imagery which suggests added flavour and vitality.

The product is the first water enhancer to launch in Australia under an existing water brand, as opposed to standalone offerings or new brands.

Targeted at health-conscious 18-34 year olds, Pump Drops add a sugar-free flavour blast to water in flavour choices of Strawberry Kiwi, Mixed Berry and Pineapple Coconut.

Recent liquid concentrate water enhancer launches in the US have resulted in category volume growth and a 15 per cent increase in the flavoured water segment.