Liquid water enhancers are the latest thing to hit the Australian beverage market, with concentrated flavours in an easy-to-use format.
The latest versions, coming from Schweppes, can be mixed to make water more interesting. Consumers can now customise their drinks on-the-go by adding flavour to water whenever they want to. The flavours come as concentrate packaged in a neat, pocket-size format.
Schweppes ran a summer trial in South Australia and has launched a product range under the Cottee’s brand. Called Squirt, it complements another new range called Lqd+. A suite of three popular flavours are featured across both brands.
The liquid water enhancers category has grown to be worth more than $400 million in the US, in less than three years. With Schweppes, Asprey Creative developed distinctive brand platforms for Cottee’s Squirt and Lqd+, including brand development and extension onto packaging and in-store collateral.
The playful look of Cottee’s Squirt builds on key assets developed by Asprey for the Cottee’s cordial rebrand to appeal to families. The bold and attitudinal brand development of Lqd+ focuses on independent adult consumers, positioning the product as a lifestyle accessory.
Schweppes head of innovation Ellie Vince said the products tap into a real consumer need and may alter consumer behaviour.
“They have the potential to fundamentally change the way people consume beverages, tapping into two key trends - customisation and convenience - whilst appealing to different segments of the market,” she says.