Coca-Cola eyes growth in water category with new products

Coca-Cola South Pacific has launched two new products, aimed at providing consumers with new and enhanced choices in the water category.

Powerade Sports Drops and Pump Drops have both launched into market, designed to evolve the burgeoning water segment and tap into significant growth opportunities.

Powerade Sports Drops is a customised offering providing on the go hydration and is primarily targeted at unlocking the significant market opportunity around the on the go exercise occasion. The target audience for the product is focused on active males across a broad age range.

Available in Powerade’s top selling flavours, Mountain Blast and Berry Ice, Powerade Sports Drops powers water by enhancing hydration with the addition of electrolytes to replace those lost through sweat.

As part of the overall strategy for the master Powerade brand, marketing activity will reinforce the consumption occasions to consumers at point of purchase, backed up by a range of point of sale merchandising solutions.

Pump Drops is a flavoured drops offering designed to deliver added value to the bottled water category by driving flavour innovation. It is the first water enhancer to launch in Australia under an existing water brand, as opposed to standalone offerings or new brands.

The product is targeted at 18-34 year olds who are conscious about their health, as well as those seeking more variety from their water consumption. Pump Drops adds a sugar free flavour blast to water and is available in three different flavours: Strawberry Kiwi, Mixed Berry and Pineapple Coconut.

The launch comes off the back of the success of the launch of liquid concentrate water enhancers in the US, which resulted in driving category volume growth and a 15 per cent increase in the flavoured water segment. Instore point of sale activity will be a key driver of the product marketing push as the Pump brand seeks to drive further growth.

Powerade Sports Drops and Pump Drops is available now in Coles supermarkets and Caltex, and in all other major grocery, petrol and convenience outlets nationally from 2016.

Tracey Evans, hydration marketing manager, Coca-Cola South Pacific, said it is a very exciting time for the water category in the Australia market following the launch of its new products.

“We see growth potential for both products similar to what we have already seen in the US,” Evans said.

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