Exclusive Mary Carmichael Bottled water company Well Well Well is repositioning its Aqua-Pura natural mineral water to focus on health benefits rather than its origins. Redesigned packaging and a new "personality" are aimed at developing emotional associations for the brand and educating consumers. The idea is to create a new value for money sector for the dynamic bottled water market. According to group marketing manager Jason Williams, it is aimed at "those who are suspicious of the quality of retailer own label water but perceive premium brands as too expensive". The Pura mind, Pura body' strapline is intended to reinforce both the brand name and the health benefits, while newly created brand ambassadors Pura People' ­ cartoon characters made up from droplet shapes ­ feature on the new bottles. These are due on shelf in June and combine embossed Pura People shapes with a hand grip and a wave shaped label showing the countryside. "Our focus group consumers said this made a change from clichéd mountains," said Williams. Clearer health messages also feature the Pura People. The company, which claims to be UK's largest producer of bottled water, has invested £6m in production facilities including blow-moulding. It has an ongoing £3m, three year Aqua-Pura sponsorship programme of UK Athletics, and will rebrand its home and office Thirsty Work water coolers. It is introducing branded vending machines. The bottled water market has more than trebled in the last 10 years. Britvic announced its first move into the market last week, as it signed a deal to distribute Abbey Well natural mineral water to impulse outlets and the on-trade. {{MARKETING - P&P }}