Coca-Cola Enterprises has unveiled a sports cap format for Glacéau Smartwater to coincide with the current marketing campaign for the brand.
Available on 850ml bottles, the new cap will hit shelves this month and has been introduced to tap consumer demand for ‘instant consumption’ formats, said CCE.
Its launch is supported by Life Distilled, the £5.5m promotion running across out-of-home and digital platforms throughout the summer.
“Bottled water with a sports cap is in growth, ahead of the rest of the instant consumption water sector,” claimed CCE operational marketing director Caroline Cater.
“There is real room for our customers to capitalise on this trend with the new pack format for Glacéau Smartwater, which, as a brand, continues to grow in popularity. It has a unique, vapour-distilled proposition that stands it apart from other bottled water brands,” she added.
“This latest innovation, supported by a far-reaching campaign, is set to get this message across to even more consumers, in turn driving bottled water sales.”