Coca-Cola shakes up the water category with new releases

Coca-Cola South Pacific has announced the launch of two new dynamic products, which are 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 Mountain Blast and Berry Ice flavours, 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 striking 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. In-store point-of-sale activity will be a key driver of the product marketing push as the Pump brand seeks to drive further growth.

Tracey Evans, Hydration Marketing Manager, Coca-Cola South Pacific, said: "The launch of our new Drops products further extends our commitment to present more choice when it comes to the beverages we offer, providing more innovative options to meet the 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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