Liquid water enhancers are the latest thing to hit the Australian beverage market, with playful branding and packaging developed by Asprey Creative in the launch of a new series from Schweppes.
These concentrated flavours, in an easy-to-use format, can be mixed to make water more interesting. Consumers can now customise their drinks on-the-go by adding flavour to water whenever they want to.
The flavours come as concentrate packaged in a pocket-size format which was designed by US producer Heartland, which produced many water enhancers in the States.
Schweppes ran a summer trial in South Australia and has launched a product range under the Cottee’s brand. Called Squirt, it complements another new range called Lqd+. A suite of three popular flavours are featured across both brands.
The liquid water enhancers category has grown to be worth more than $400 million in the US, in less than three years.
Asprey Creative has worked with Schweppes to develop distinctive brand platforms for Cottee’s Squirt and Lqd+, including brand development and extension onto packaging and in-store collateral.
US brand Kraft Foods pioneered the water enhancer concept in early 2011 with the launch of MiO, capturing a 25 per cent share of the squash/ syrups market in its first year.
The liquid water enhancer concept was conceived to address those consumers who find plain water uninteresting, but understand the importance of healthy, low-calorie hydration.
Apart from Schweppes, Australia's SodaStream has also developed its own concept of 'drink customisation' with the introduction of lightly flavoured caps and Happy Hour cocktail mixers in its Naturals range.
