Coca-Cola innovates water category

Coca-Cola South Pacific has launched Powerade Sports Drops and Pump Drops, both designed to evolve the burgeoning water segment.

Powerade Sports Drops provides ‘on-the-go hydration’ and is primarily targeted at unlocking the significant market opportunity around the ‘on-the-go’ exercise occasion. The target audience is males across a broad age range.

Available in Mountain Blast and Berry Ice, Powerade Sports Drops power water by enhancing hydration with the addition of electrolytes to replace those lost through sweat. As part of the overall strategy, marketing activity will reinforce consumption occasions at point of purchase, backed up by a range of point-of-sale merchandising solutions.

Pump Drops are flavoured and designed to deliver added value to bottled water. It is the first water enhancer to launch in Australia under an existing brand. The product is targeted at 18-34 year olds who are conscious about their health, as well as those seeking more variety from water consumption. Pump Drops adds a sugar-free flavour blast to water and is available in Strawberry Kiwi, Mixed Berry and Pineapple Coconut.

“The launch of our new Drops products further extends our commitment to present more choice when it comes to the beverages we offer,” Coca-Cola South Pacific Hydration Marketing Manager Tracey Evans said, “providing more innovative options to meet consumer demand of our respective target audiences. We see growth potential for both products similar to what we have already seen in the US, making this a very exciting time for water in the Australian market.”

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