Malvern mineral water in revamp to update brand
Coca-Cola is repositioning its premium Malvern English Natural Mineral Water as a more contemporary brand as it aims to boost its share of the UK bottled water market.
The relaunch includes packaging through Turner Duckworth, with new graphics and pack formats. The brand's first dedicated ad campaign is currently being created by Lowe.
PR support includes a show by artist Anya Gallaccio at Tate Britain , which will feature an installation incorporating the brand.
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The Malvern revamp is part of the soft drinks giant's planned assault on the fast-growing bottled water market that could also include the launch of another bottled water brand, Bon Aqua, in the UK (Marketing, June 6).
In July Coca-Cola bought Swiss bottled water brand Valser. It already owns the Dasani and Bon Aqua brands in Europe and has an agreement with Danone (Evian) in the US.
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