Mary Carmichael Welsh water company Ty Nant is bringing out its first PET bottles in a bid to reach a younger, trendier audience. The brand is best known for the distinctive cobalt blue wine-shaped bottles designed for formal eating occasions. But the new bottles are a radical departure, looking more like ice sculptures than water carriers. Designed by Ross Lovegrove, the man behind the design of Apple's iMac computer, the bottles are asymmetrical and completely clear with see-through labels at the top only. "We want to make strong design our point of difference without compromising the status of the blue bottle," said David Relph, general manager, sales and marketing. Ty Nant will back its new range, which is available in Sainsbury's and Harrods from Monday (December 10) and in other multiples from early next year, with a programme of tailored promotions. The company's overall strategy focuses strongly on sponsorship of upmarket events, such as Welsh designer Julien MacDonald's show at London Fashion Week. It also uses product placement, with the cobalt blue bottle featuring in Bridget Jones' Diary and TV's Cold Feet series. The pricing for the new bottles is at premium level: half litre (45p), one litre (63p) and one-and-a-half litre (65p). {{P&P }}

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