PepsiCo gives Aquafina Plus+ a facelift

The newly redesigned vitamin-enhanced water brand will be integrated into CTV's So You Think You Can Dance Canada and promoted via a national OOH campaign.

PepsiCo’s vitamin-enhanced water brand, Aquafina Plus+ Vitamins, is getting a makeover.

After two years on the market, the bottle is sporting a new ‘wavy’ look, as its sister brand, Aquafina Plus+ Vitamins 10 Cal., is introduced.

The bottle, designed by Toronto’s Shikatani Lacroix Design, is being shipped to retail next week, with a new campaign designed to introduce the rebrand launching Mar. 1.

‘We have a national, very aggressive OOH transit shelter and digital video advertising ready to jump start our new product,’ Cheryl Radisa, PepsiCo Beverages Canada VP consumer marketing, tells MiC, adding that PR and coast-to-coast experiential marketing (through grassroots sampling) will also be included.

She adds that the target demographic is adults across Canada between the ages of 25 to 54 with an even gender split.

The traditional component will be integrated into the third year of a partnership with CTV’s hit series So You Think You Can Dance Canada, but Radisa says the strategy is still in the planning stages, as the deal is being negotiated.

However, she adds that an experiential grassroots sampling will be launched all across Canada in late spring, buoyed by a considerable PR campaign.

‘In the highly competitive beverage industry, products and brands need to continue to evolve and add to the consumer experience,’ Radisa added. ‘This is a very noticeable upgrade for our recent Aquafina Plus+ Vitamins brand.’

In other Pepsi marketing news, details of the brand’s 2010 Juno Awards sponsorship were announced yesterday. The Pepsi Juno Fan Choice contest drives consumers online to vote for their favourite Juno nominee, and one will win a trip for four to the show in St. John’s, NL.