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Packaging sparkles for NestlΓ© Waters North America

New bottle design and packaging graphics, the introduction of 12-oz cans, and new flavors help rebrand and market the company’s sparkling water portfolio, expanding the portfolio into its regional brands.

New bottle design and packaging graphics, the introduction of 12-oz cans, and new flavors help rebrand and market the company’s sparkling water portfolio, expanding the portfolio into its regional brands.
New bottle design and packaging graphics, the introduction of 12-oz cans, and new flavors help rebrand and market the company’s sparkling water portfolio, expanding the portfolio into its regional brands.

With greater numbers of consumers seeking healthy beverage options, NestlΓ© Waters North America is using packaging to drive growth in the sparkling water categoryβ€”a category that Euromonitor says grew 70% from 2011 to -2016 and will reach $3.1 billion by 2022.

To strengthen its position in the rising sparkling water category, Stamford, CT-based NestlΓ© Waters North America in February 2018 introduced a new sparkling portfolio for its six regional spring water brandsβ€”Poland Spring, Deer Park, Zephyrhills, Ozarka, Ice Mountain, and Arrowhead. They will join the company’s sparkling water brands Perrier and S.Pellegrino.

The company has launched not only new flavors, but also a brand new bottle designβ€”and new packaging graphics, and has introduced 12-oz cans β€œto meet all consumption occasions and consumer preferences,” according to Susan Chirico, Regional Spring Water Brands Packaging Manager.

Proprietary bottle design takes the form of a sleek, elegant PET bottle that resembles vintage glass, is comfortable to hold, and highlights the movement of sparkling bubbles. Bottles are blow-molded by NestlΓ© Waters in an in-line process used for both sparkling and still water bottle manufacturing.

Chirico says the new bottle structure was developed as part of a collaboration between NestlΓ© Waters R&D in Vittel, France, and Product Ventures, a strategic packaging design agency. Packaging graphics were designed by Cornerstone Strategic Branding. (See sidebar below for Cornerstone’s perspective on the creative development process.)

Package design affects bottle labelsβ€”and capsβ€”as well as secondary packaging, and includes the following:

β€’ An eye-catching label that features more prominent branding and fruit imagery

β€’ A colorful new cap that accentuates visual brand cues by reinforcing equity via its brand color that distinguishes the product from competitive offerings

β€’ New, bold case-pack visuals that present colorful, vibrant fruit graphics designed to capture attention on-shelf and highlight flavor varieties

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