Coca-Cola brings Aquarius mineral water to UK

by Nicola Clark, Marketing 29-Mar-06

Coca-Cola is set to bolster its presence in the burgeoning health and active-living drinks sector in the UK with the introduction of Aquarius, a fruit-flavoured mineral water.

The drink, which comes in orange, lemon and grapefruit variants, was
initially launched in Japan in 1983, before being introduced to Spain
and Portugal in 1991, France in 2001 and Indonesia in 2002.

It is believed that the non-carbonated drink, which will be sold in

cans, could launch in the UK this summer.

Aquarius will be Coca-Cola's latest foray into the healthy drinks sector
in the UK, as it seeks to diversify its portfolio. The group has
developed a variety of advertising and communications platforms to
promote the role of its drinks as part of a healthy lifestyle.

It recently hired Leo Burnett to develop a global 'Make every crop
count' template for its communications, which will run online and across
corporate literature. It will be backed by an ad campaign planned for
next year.

Separately, the soft-drinks giant is planning a drive for its 'mini'
cans, as portion size continues to form a vital part of the health
debate.

Last year it launched a '100-calorie' Coke variant in the US.

Coke would not comment on the launch of Aquarius.

Mark Ritson, page 21.