PepsiCo and Brtivic set for multiplatform campaign to promote relaunch of Sobe V Water
The relaunch of water brand Sobe V Water by Britvic and Pepsico UK, which will include a new package design, will be promoted through a multiplatform marketing campaign.
The naturally sourced water, which will be targeted at health-conscious consumers, will be released at the end of April in six variants, including a purified Stevia extract.
As part of the relaunch, the packaging design will aim to communicate the zero-sugar and low calories contained within the product, but also aim to retain recognisable characteristics, and will be available through grocery, convenience and independent outlets.
Promoting the relaunch will be a campaign that will run across outdoor advertising, PR sampling, social media and in-store activity.
Amanda Thomson, marketing director for PepsiCo UK, said: “SoBe V Water with purified Stevia extract has been a great hit in the US and we’re excited to launch a version for the UK market and deliver a wider choice in healthier drinks for UK consumers. Stevia delivers a great naturally sweet taste without the calories of sugar – our research found that purchase, taste and overall appeal of the drink are just as high with Stevia extract included instead of sugar*. The Stevia innovation drove volume by 73%* when it was launched in the US and we look forward to seeing it on the shelves here in the UK. “
Jon Evans, head of seed brands for Britvic Soft Drinks, added: “The introduction of purified Stevia extract demonstrates our ongoing commitment to giving health-conscious consumers more choice. We have accelerated the development of our Stevia product in order to be first to market in the UK because this is a major innovation for soft drinks and allows us to offer consumers great taste with no sugar. We will be further supporting this by moving our entire SoBe range to Zero sugar and communicating the benefits through our pack, PR, sampling and outdoor advertising.”