PepsiCo to relaunch V Water in fight against Coke's Glaceau

by Jemima Bokaie Marketing 24-Jun-08, 08:45

LONDON - Pepsi is preparing to relaunch vitamin-enhanced drinks brand V Water as it goes head to head with Coca-Cola's Glaceau vitamin water range.

The former has hired CHI & Partners to create ads for the brand, which will be relaunched this summer, following its acquisition by PepsiCo in April.

However, the rival brands have come under fire from branding experts, who claim there is little to differentiate their designs.

'You don't need to be a designer to spot the similarities,' said Adam Lawrence, associate design director at Fitch.

'The brands seem to be aiming at two distinct audiences: Glaceau's medicinal feel drives itself at the health nut, contrasting with V Water's more lifestyle-focused approach. Time will tell whether these differences are sufficient for both to be able to carve out their own niche.'

V Water, which debuted in the UK in 2005, is available in six flavours and contains vitamins, minerals and herbal extracts. Its purchase forms part of PepsiCo's strategy to focus on healthier products and followed the acquisition of Russian juice producer Lebedyansky in March, and US firm Naked Juice in November 2006.

Coca-Cola is currently rolling out enhanced water brand Glaceu, which it acquired as part of its £2.1bn purchase of US firm Energy Brands last May.