Aqua Libra has refreshed its brand identity and introduced a new flavour to its infused sparkling water range.
The rebrand features a new logo, updated illustrations on-pack and new “sleek” cans designed to “re-engage shoppers and accelerate brand growth across the total water category”, said the Carlsberg Britvic-owned brand.
Aqua Libra said its new Blueberry & Pomegranate infused sparkling water (RRP £3.65/4x330ml) would be supported by its ‘Purely Positive Drinking’ campaign, kicking off in October.
The NPD launched exclusively into Sainsbury’s before rolling out in convenience and wholesale channels.
Russell Goldman managing director of breakthrough brands at Carlsberg Britvic said: “We know that consumers of all demographics are becoming more engaged with hydration and the associated health credentials, especially those in the younger generations such as Gen Z.
“This trend is only set to grow, and brands need to innovate to fit a variety of consumption occasions. So, with Aqua Libra’s move to sleek cans, modern new visual identity and clear health credentials, we’re providing retailers with the tools they need to captivate this group.
“Our creative new look aims to support retailers in upgrading their total water offerings. In fact, our new Aqua Libra visual identity will allow retailers to show their customers that they are keeping ahead of the curve, stocking brands that Gen Z and Millennials value while adding excitement and flavour to their hydration occasions. Ultimately, this will allow them to appeal to the next generation of younger consumers to support in boosting their sales long term.”
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