SHOWCASE
Sponsored by
ENTRANTS REVIEW WIESBADEN 2008
BEST BOTTLE IN PET
BEST BOTTLE IN GLASS
BEST LABEL
BEST PACKAGING INNOVATION
BEST FLAVOURED WATER CONCEPT
BEST ENHANCED WATER CONCEPT
BEST CHILDREN’S CONCEPT
BEST NEWCOMER BRAND OR BUSINESS
“The 2008
In association with
FoodBev com A world of food and drink
water innovation awards attracted a record 201 BEST MARKETING CAMPAIGN
BEST ETHICAL OR HUMANITARIAN INITIATIVE
BEST ENVIRONMENT OR SUSTAINABILITY INITIATIVE
entries from 40 countries.”
WATER INNOVATION
water innovation awards Sponsored by
water innovation awards
Contents Page 6-9 Best bottle in PET
Page 10-11 Best bottle in glass
Page 12-17
Page 28-31
Best label
Best newcomer brand or business
Sponsored by
Sponsored by
Page 18-20
Page 31-36
Best packaging innovation
Best marketing campaign
Page 21-22
Page 37-38
Best flavoured water concept
Best ethical or humanitarian initiative
Page 23-25
Sponsored by
Best enhanced water
Page 26-27 Best children’s concept
WATER INNOVATION
EDITORIAL
ADVERTISING
Editor: Medina Bailey Direct line: +44 (0)1225 327856 medina.bailey@foodbev.com
Sales Manager: Ruth Cole Direct line: +44 (0)1225 327863 ruth.cole@foodbev.com
Senior Designer: Jolyon Edwards
SUBSCRIPTIONS
2008 Awards Supplement
Designer: Kirstine Henderson
published by FoodBev Media Ltd 7 Kingsmead Square, Bath BA1 2AB, United Kingdom Tel: +44 (0)1225 327890 Fax: +44 (0)1225 327891 E-mail: info@foodbev.com
Designer: Hannah Green Group Editorial Director: Bill Bruce
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www.foodbev.com/water Wiesbaden, September 2008
Page 39-41 Best environment or sustainability initiative
FoodBev com A world of food and drink
SHOWCASE EDITORIAL TEAM Editor: Nayl D’Souza Senior Designer: Jolyon Edwards Designer: Kirstine Henderson Group Editorial Director: Bill Bruce
WATER AWARDS 3
Meet the judging panel Bill Bruce chaired the judging for the 2008 water innovation awards. He introduces the international jury and previews the outstanding entries in the competition.
Bill Bruce Group Editorial Director FoodBev Media ----------------------------------Bill Bruce was one of the founders of FoodBev Media in 2000. As Group Editorial Director, he is responsible for content across four innovation titles - beverage innovation, dairy innovation, cooler innovation and water innovation - supported by a dedicated and experienced editorial team. Specialising in non-alcoholic beverages from water and juice to functional and energy drinks, Bill speaks internationally on consumer trends, innovation and product launches.
water innovation @ 2009 beverage innovation awards Want to find out about next year’s awards competition? For further information, turn to page 43, or visit www.beverageawards.com
The water innovation awards (formerly the bottledwaterworld awards) began in 2002. The awards are designed to recognise excellence and creativity on a unique global platform for the packaged water industry. From relatively modest beginnings, this year’s competition attracted a record 201 entries from 40 countries.
Thank you to all who have supported the awards and in particular to all those who entered – plus our kind sponsors. Together with the dedication of the judging panel and the diligence of those working behind the scenes to manage the flood of entries we received, this year’s awards have been a tremendous success.
An international panel of experts gathered at the Sheraton Hotel, Heathrow, in August to judge the 2008 water innovation awards. The two-day event included a blind tasting element for the first time in the history of the contest, which will feature again in the future.
The results of the awards will be announced at a special Gala Dinner on 23 September 2008 during the 5th Global Bottled Water Congress, being held in Wiesbaden, near Frankfurt. You will be able to view these online at www.foodbev.com.
Presiding over the judging, I ensured full account was taken for each of the entries. The contest was open to products, campaigns and initiatives introduced or reintroduced to the market from July 2007.
Awards in 2009
The details contained within this supplement provide a background to some of the supporting material which was presented to the judges although this has been edited for reasons of space and clarity.
Next year, reflecting the increasingly important role of packaged water in the overall non-alcoholic drinks arena, the category will be included in the 2009 beverage innovation awards which have just been announced and will culminate with a major celebration during drinktec in Munich in September 2009. To learn more, please turn to page 43.
Nayl D’Souza Editor water innovation ----------------------------------Nayl D’Souza has been Editor of water innovation magazine (formerly bottledwaterworld) for over two years and co-organises the awards judging and ceremony. A journalism graduate of Bournemouth University, he began his career working for a financial publisher in London. Nayl travelled to Oman where he spent over four years as Deputy Editor, and later Editor, of the country’s leading business title. He returned to the UK to join Future Publishing to help produce two car magazines.
Edward Kosier Managing Director Nextek
The 2008 water innovation awards judging panel included many leading players in the industry
4 WATER AWARDS
------------------------------------Specialising in environmental issues related to polymers, Edward Kosier has been involved in Plastics and Rubber technology for the past 30 years. In 2004 he established Nextek (with offices in Australia and the UK) to provide new technical solutions to lightweighting and recycling challenges facing the polymer industry. Besides this position, he is Technical Director of Closed Loop London which has established London’s first plastics recycling plant. He is Director of Vernique Biotech which is developing epoxy oils.
www.foodbev.com/water Wiesbaden, September 2008
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Romeo Corvaglia Chairman and President Corvaglia
Eckhard Kallies VP Packaging Papers Stora Enso
Felicity Shakespeare Beverage Applications Manager Givaudan UK
Caroline Herbst Marketing Manager Krones
----------------------------------Italian born Romeo Corvaglia is the Chairman and President of the Swiss based Corvaglia Group business, a highly profitable business which has a turnover over €31 million ($46 million) and employs more than 175 staff. At least half of the business volume comes from Corvaglia Closures activities. The company integrates the process of designing a closure, constructing and developing moulds and producing the closures all under one roof. The firm currently owns production sites in North America and Europe.
------------------------------------Eckhard Kallies began his career with Stora Enso since 1987. He started with commercial apprenticeship and developed into senior sales and marketing roles. In his current role as VP Packaging Papers, he is responsible for selling the company’s packaging paper business worldwide. Before taking this appointment, he had been Sales Director of Label Papers in the company’s Global Speciality Papers Business Group between 2004 to 2006. He has been a Board Member of PaperPlus Industry Association since 2005.
----------------------------------Felicity Shakespeare has worked as Beverage Applications Manager for Givaudan UK, responsible for developing innovative new products and business opportunities from new beverage trends, working in close partnership with beverage companies on a local, regional and global level. Prior to joining Givaudan, Felicity has worked for Unigate Dairies, under the St Ivel Brand, and for Wells Soft Drinks, where she worked on water and flavoured water products as well as carbonates and dilutables.
------------------------------------Caroline Herbst heads the marketing department at the German company Krones, the world’s market leader for beverage filling and packaging technology. She took on the role in 2006 and her main focus revolves around identifying future trends, products and markets. Her position covers the company’s entire product range across all global markets. Caroline started her career at Amcor PET Packaging in France and Belgium in 2001. A qualified engineer in Beverage Technology, she has been awarded a Diplom-Oecotrophologin.
Victoria Green Buyer Waitrose
Peter Rickett Co-founder Designworks
Steve Rowe President wawali
Sophie Rudge Founder Blend
----------------------------------Victoria Green is a key retailing executive many brand owners want to impress. She has been a buyer at UK based retailer Waitrose for over eight years. Waitrose is the supermarket division of the John Lewis Partnership. During this time, she has bought in various areas such as bakery, non food and service counters. She is now responsible for bottled water along with crisps, nuts and snacks. She recently visited parts of Africa to see PlayPumps in action that receive donations from charity waters such as One.
------------------------------------With a background in fine art and engineering, Peter Rickett formed Designworks, now based in Windsor in the UK. Design was a natural career choice after a period of consultancy. Continued success in a broad range of disciplines and market sectors has enabled steady growth for the company and enabled Peter to head a team of over 40 people across the UK, Hong Kong and Australia. Delivering innovation and design excellence is his main objective and he has created award winning products for over 17 years.
----------------------------------Steve Rowe is founder and President of wawali - Water Way of Life based in Spain. Steve created wawali in 2005 to develop the bottled water market in Spain and Portugal. wawali has grown to become one of Europe’s leading specialists in premium waters and offers a compelling focus for water connisseurs and their lifestyles. Prior to creating wawali, Steve worked as business consultant in the Netherlands, specialising in information management. He has also studied journalism in the UK and is a corporate communication expert.
------------------------------------Originally an events management professional, sommelier Sophie Rudge founded corporate wine consultancy Blend in 2004 and she has just been accepted onto the prestigious Master of Wine Programme. Sophie holds the Wine and Spirit Education Trust (WSET) Diploma for which she was awarded the IWSC (International Wine & Spirits Competition) and Waitrose Scholarship. For the WSET, she teaches up to and including Diploma level. Plus she has previously been a tasting judge for the International Wine & Spirit Competition (IWSC).
www.foodbev.com/water Wiesbaden, September 2008
WATER AWARDS 5
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Best bottle in PET
Spanish producer Agua de Quess has developed a unique 75cl PET bottle created from a 39g cobalt blue preform with black cap. This bottle was originally designed for the horeca channel, but soon the company found out there was a great potential for sale among domestic consumers as part of the company’s ‘masstige’ product range. For the retail channel, it is aimed at new consumer groups, such as ‘Dinkies’ (Double Income, No
Kids) and single adults who are willing to pay a little bit more for a premium product. It will be launched in late September in the major supermarket chains in Spain: Carrefour, Corte Ingles and Alcampo. The 1 litre natural spring bottle was designed by Alto Packaging specifically for New Zealand Quality Water. The bottle design draws upon the clean New Zealand native rainforest and also serves as an inspiration for the label motif. The fern frond is distinctly a New Zealand icon and features on both label and bottle. These aspects fit in with the story of the Blue Spring, the source of NZ Quality Water. On shelf the reverse labelling area and the green tint magnify the label and brand, which make this a stunning package. Currently being exported to Target Store outlets in the US, the bottle has been designed for export, it is lightweight yet has good top load and is highly freight efficient. Efficient to manufacture, the ergonomic bottle runs through a Triblock fill line well, feels nice to hold and easy to pour from. US based Aquadeco is back in our competition in 2008 with a new PET bottle size shaped to resemble an Art Deco building. The 1 litre PET bottle
complements the existing 24cl and 50cl plastic bottles that replicate the award winning 75cl glass bottle which is a sight to behold. Creating such a design was no small task but the company believes that the results are well worth the effort. Successful real estate executive Arnold Gumowitz, the founder of Aquadeco, incorporated his love for art and buildings in creation of the perfume inspired Art Deco bottle. Art Deco architecture uses setbacks to reduce building mass and to emphasise verticality. The bottle shape, therefore, recedes from the base gracefully, not in tiers but in gentler and more carefully positioned steps.
Romeo Corvaglia, Chairman of Corvaglia
Next Generation Waters from US based Access Group differentiates itself from its competition via its innovative packaging, distinct nutritional benefits, and line-up of lifestyle oriented products that cater to individuals of all ages. The unique and iconic gym dumbell shaped packaging of all Next Generation Waters offerings distinguishes each product from its on-shelf competitors, and is both eye catching and functional. Next Generation Waters claims to provide wellness benefits to consumers, as opposed to the perceived benefits offered by its competitors. Each of Next Generation Waters lifestyle oriented beverages has the ability to stand alone as its own individual brand. The company has made extensive use of online viral marketing.
“Some exquisite PET bottles are let down by the wrong choice of cap”
Norwegian water brand Isklar, launched by Sabco of Oman and Jova Holdings of Norway, is packed in a beautiful PET bottle which is clearly different. Created by UK based Blue Marlin Brand Design, the packaging
has been designed to dazzle like the pure, dense ice of the Folgefonna glacier - the ultimate origin of our water. The design is comprised of 174 facets arranged to mimic the structure of ice, communicating at a glance the brand’s personality: dazzling, breathtaking and unexpected. The ingenious structure gleams like glass by making the best use of the optical qualities of PET and water; the bottle refracts ambient light and its immediate surroundings - a phenomenon the company intends to turn into a distinctive brand equity. The structure also forms a strong yet lightweight bottle that dispenses with the need for structural ribbing, which allows the company to reduce the volume of raw materials used to produce it. With the exception of the two labelling areas, the complex bottle is perfectly symmetrical, meaning it is able to run down high speed lines with a capacity of 45,000 an hour. Athenian Breweries introduced the mineral water brand Ioli, coming from the Greek mountain range Iti, in 1993. The brand now has a solid position in the extremely competitive, growing Greek mineral water market. Its positioning is highly premium in comparison to other local mineral water brands. Ioli was planning to redefine its brand
From left to right: Next Generation Water; Agua de Quess; NZ Quality Water; Aquadeco; Isklar; Ioli; Chaudfontaine; and Devin
6 WATER AWARDS
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position as the most prestigious local premium brand by building on a new platform ‘well-being and purity’. A new brand presentation had to create and build this image: a brand specific bottle which would clearly distinguish and differentiate the brand. Packaging innovation was needed to enhance Ioli’s contemporary, high quality and innovative character. The new Ioli presentation, by Netherlands based Claessens Product Consultants, justifies Ioli’s price position and innovative image within the Greek market. The brand specific PET bottle has a convincingly premium expression via its slender silhouette, refined embossing, and the absence of ridges which makes it look like glass instead of PET. After the restyling of the glass bottle which won three design awards (Pentawards, Starpack awards and the water innovation awards in 2006) - it was time for Chaudfontaine’s PET bottle to receive a new design from Coca-Cola Services Belgium. The new shape of the PET bottle is inspired from the original and pure design of Chaudfontaine’s glass bottle, to which a unique touch has been added. The streamlined silhouette of the glass bottle was kept, to which horizontal small ribs have been added. Like a rising droplet, the new bottle design puts the PET material to ingenious use by
creating a water ripple effect from top to bottom. Playing on light and reflection, the rippled surface successfully emphasises luminosity while adding to structural stability. Special care has also been paid to the compressibility of the PET bottle.
The PET bottle for Bulgaria’s Devin water brand is delicate, beautifully designed and lightweight at 14.9g for the 50cl format, over 15% lighter than before. The Devin bottle design implements a simple and gentle shape to reflect the purity of the product. But most importantly is how it engages consumers and provides a feast for the senses. For the eyes of the consumer, the bottle has a modern silhouette. For the hands, the bottle has an ergonomic and unique grip, which is comfortable for holding and carrying. Meanwhile, you will also notice its engraved surface reduces any slipping and improves the stability of the bottle. The design is intended to
allow a customer not to notice the reduced weight or to be unnerved by a package that is too soft and brittle. The creative brief behind the Finn Aqua PET bottle from Finn Spring was to outline the simple purity of Finnish nature, so it is unsurprising to see a Nordic uncomplicated and effortless design framing this brand. The product range for the 50cl bottles is available in nine different variants as well as still and sparkling formats. The differentiation between the products is made through small changes on the label and caps. The bottle is available with a sports cap too. The blue tone of the bottles emphasises the water link while adding character to the brand and the refraction is such that it doesn’t weaken the product’s notion of purity. Ecologically, the bottle consists of 40% rPET - providing the additional benefit of the blue colour tint. Italian bottled water maker Fonte Italia has partnered with Aqua Globe Rex in Japan to serve domestic customers with a 50cl PET bottle with an innovative stretch sleeve film usually associated with juices and smoothies. The bottle is also served in a sleeve for use in horeca channels. The bottle comes with a deft label design angled around the bottle to accentuate its low lying waist,
close to the base of the bottle. Ganic Consumer Products in Germany produces an innovative range of aroma waters. Ganicwater conveys the fact it is all natural by brand name and on the PET bottle and this point is reinforced when spelt out through the Ganic motif on the side of the packaging. In co-operation with Artenius PET Packaging (formerly Amcor Belgium), the firm developed the first hot fill PET bottle without diaphragm and panels. Impressive. The ICIO bottle from the US was designed to be both practical and aesthetic. The unique bottle is shaped like a flask to fit easily in the back pocket of most trousers and jackets. Convenient portability enables consumers to carry the water on the dance floor, at parties, during hiking/walking or working out at the gym. The bottles are also conceived for easy storage and package. The bottles are stackable in the refrigerator, hence no more problems with bottles rolling around. The bottles also produce logistical efficiencies when it comes to packaging the products into containers (more wasted space with round bottles). You simply can’t ignore the design of Le Bleu’s PET bottle. It has ribs running in concentric circles across the outer walls around the bottle. If this wasn’t
From left to right: Finn Aqua; Fonte Italia’s Acqua Filette; ganicwater; ICIO; and Le Bleu
www.foodbev.com/water Wiesbaden, September 2008
WATER AWARDS 7
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Best bottle in PET
From left to right: Lindoya Verão; Eternal; Bisleri; Sidel’s rugby shaped bottle; Chic; and Panama Blue
distinctive enough, the plastic bottle is also tinted blue. Indeed, quite a relatively dark tint has been applied in comparison to other water brands that use such an effect. The resulting stand out that the product will generate on US supermarket shelves is obvious. Consumers who appreciate the taste of this brand of water will find it unnecessary to wade through rival competing products. Lindoya Verão’s mineral waters are packaged in 50cl and 1.5 litre PET bottles. According to the Portuguese company, the creative packing design meets the desire and necessity of modern consumers and is focused on environmental concerns and business sense. The clear bottle is lightweight and the cap deploys a packing reduction system (easy discharge for selective collecting and recycling). In terms of product safety, the cap has a tamper proof mechanism, courtesy of Bericap. Meanwhile, the bottle is transparent and the shape is ergonomic and allows for a better grip by consumers. The harmony of vibrant colours of labelling complements the bottle. Lindoya Verão Fitness has also been launched in a 50cl PET bottle. The design is the same shape as the flagship brand’s 50cl and 1.5 litre bottle, but has a dark blue tint. It has been launched in Brazil with a sport Thumb-up cap (from Bericap).
8 WATER AWARDS
The Eternal bottle from Mead International reflects the environment from which it came, uncluttered and clean. The design incorporates the Koru, a blessed cultural symbol, which unfurls into the leaf of the Silver Fern - a New Zealand Icon which can also be seen graphically on the front of the product label. Unique, ergonomic and very attractive packaging.
Pedras Salgadas Red Lion’s challenge with Bisleri was to produce a mineral water brand that would bring to life “the goodness and purity of the mountains“ in a PET bottle intended for the top-end water consuming market. Its solution came with the design of a hexagonal shaped bottle, which brought the ‘Mountain Water’ proposition to life. Red Lion ensured sturdy top and side weight and pouring efficiency. Two panels each have a single label strip with front-back printing. This is strategically placed to showcase a
panoramic view of the mountains, visible from all angles; and when the bottle is full of water the label appears to be twice as large. With the concept of mountain water in mind, Red Lion used fresh aquagreen as the Bisleri brand colour instead of having a predominance of blue on pack. The 75cl PET bottle from Sidel has the same oval shape and grainy texture as a rugby ball. The bottle also features stitches, smooth areas on the sides, and rests on what looks like a kicking tee. There’s even an inflation valve. Launched for the Rugby World Cup in France in 2007, this realistic replica embodies Sidel’s expertise in creating unique shapes. The new package also reflects the values Sidel shares with rugby: a taste for competition, team spirit, and a desire to push the limits. Going one step further to achieve the perfect look, the design team placed the label under the bottle to avoid altering the shape of the ball.
Chic is the new concept from Portugal’s Sociedade da Agua de Monchique, “specially conceived for those moments of pure indulgence, whether for fine dining or when spending quality time with friends”. The brand claims to be a lifestyle signature that will tell others more about yourself than words - “just because you are what you drink.” The bottle has a new original and exclusive design, where all the elegance, sensuality and sophistication are brought together to provide a new experience for drinking Monchique Natural Mineral Water. The 1 litre PET bottle was designed by Manuel Vital. Panama Blue Rainforest Pure from Panama Springs is available in a 1 litre PET bottle. The design of the bottle is a fusion of several elements to ensure this bottle stands out. Taking inspiration from elegant wine bottles, together with round and square shapes, this novel approach achieves the illusion of glass. Panama Blue is sourced from a spring in the Panamanian rainforest. Support by UBS AG. The new identity for Agua de Pedras takes its inspiration from the very point that the water breaks through the earth’s surface: the point of source. Unicer of Portugal aimed to re-create the atmosphere and experience of actually being at the point of source wherever you see, or taste, Agua de Pedras. The new ‘source bottle’ is a 3D manifestation of this and
From left to right: Upland; Sourcy; and Y Water
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was designed to convey these feelings. The PET bottle also has a clever finger groove positioned around the waist, something tactile as well as original. In Nigeria the methods of transporting water and the terrain tends to affect the wear and tear of the bottle, which is why it is important for the container to be strong. Upland Natural Waters uses a 28g preform and based on the design and size of the bottle, it makes for a durable, re-usable container. The company has a bottle design that is ribbed from the top to the bottom. Each rib is about half of an inch, making the bottle fit nicely in the hand of consumers.
creative play, encouraging kids to explore the depths of their imagination by joining bottles to create any infinite number of structures. Béhar, who is also an investor in the project, explained that the design is about the process of turning drink into a game and a disposable product
into a reusable one. Bottled labels designed by ad agency Kastner & Partner include whimsical childlike drawing and irreverent tag lines. For Y Bone water there is a skeleton and the line “because you don’t want your skeleton walking out on you.”
Finalists in the Best bottle in PET category are (in no particular order): Vrumona’s Sourcy PET 1 litre bottle; Panama Blue’s eponymous branded PET bottle; Sociedade da Agua de Monchique’s Chic bottle; and Upland Natural Waters’ ribbed container.
Vrumona offers six variants of Sourcy mineral water in elegant 1 litre PET bottles: still mineral water, still mineral water with a twist of lemon, still mineral water with a twist of spearmint, light sparkling mineral water, light sparkling with a twist of lemon and light sparkling with a twist of spearmint. The bottles use two colours to distinguish between sparkling (red) and still (blue). The simple style, created by the famous Dutch designer, Piet Boon, emphasises the purity of the water. The design was also influenced by the traditional Dutch earthenware beverage container, the ‘jenever’, to connect the brand to its origins set in the Netherlands. The bottle further underlines Sourcy mineral water’s pure tasting qualities by keeping the labelling to a minimum, instead embossing the brand name ‘Sourcy’ three times around the bottle. Yves Béhar and his design team at US based Fuseproject has created a stable, symmetrical, bright, durable, 9oz bottle that is not only recyclable but also transforms from a disposable bottle into a toy. Linked with other bottles via biodegradable rubber ‘Y Knot’ connectors, the Y Water bottle becomes a surprising modular vehicle for
www.foodbev.com/water Wiesbaden, September 2008
WATER AWARDS 9
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Best bottle in glass
The glass bottle range for Italy’s Valverde Water’s eponymous mineral water brand takes its form from a design concept by Italian designer Matteo Thun, whom, thanks to his creative intelligence, has beautifully designed a new bottle made of simple and essential lines, capturing and enhancing the water’s main selling points: purity and lightness (low mineral or ‘lightly mineralised’ content). The label and caps for Valverde are also thoughtfully designed and complement the glass bottle manufactured especially for this brand. The glass bottle range is sold through horeca channels in three formats: still, lightly sparkling and sparkling. Support from Flu:id Communications.
Argentina’s Gota Water, which recently launched an eponymous premium natural mineral water brand is eyeing opportunities to expand its distribution in the Middle East region, particularly the UAE. The products are available in highly attractive glazed glass bottles of 25cl, 50cl and 1 litre bottles. The product is aimed at fine dining and upmarket hospitality channels.
Vistoria Green, Buyer, Waitrose
Danone launched a special edition bottle range for Evian, for 2008, the company created two high fashion creations designed by the famed fashion house Christian Lacroix. The latest range comes in two limited edition versions: the prêt-aporter and haute couture. In the contest, we take a look at the prêt-a-porter version. A 75cl glass bottle sold at premium restaurants and upmarket grocery stores in the US as well as major European restaurants and most supermarkets in the French capital.
“Some glass bottles have obviously taken visual cues from the perfume industry”
The design brief for Danish brand Iskilde was straightforward: to create a bottle water that is discreet, elegant and functional. Designer Jesper Mathiesen is credited with the simple and classical Scandinavian bottle design. Iskilde wears the reputation as a gourmet product quite comfortably. While the long narrow neck looks sleek and sophisticated, it also minimises the water’s exposure to the air over the bottle once it has
been opened. Iskilde is available in 50cl and 1 litre clear glass bottles and sold in still and sparkling formats. iT-iS Water is the brainchild of Austrian entrepreneur Ui Kerbl, who centres his business activities on a range of brut organic sparkling wine cocktail in cans with innovative eye-catching designs. The contemporary design for the über-artistic bottled water packaging is equally impressive. Unsurprisingly, the bottled water is for modern hotels, restaurants, bars as well as food service at art galleries. The water is available in two variants: iT iS daywater (white bottle) and iT iS nightwater (black bottle). Custom designed by Italian visionairies with one foot in a Roman science laboratory and another along the runways of Venice, Mist’s container may be the only thing more distinctive than its taste. The sleek, confident casing of heavy-grade European glass almost immediately sets itself apart from its peers. It’s sexy. It’s bold. It’s ‘ahhh-vant garde’. An artistic design with a touch of class from US based Lucid Enterprises. For Sweden’s Malmberg, it was very important that the bottle was made of clear glass, a characteristic which conveys
purity to consumers. Since the brand is focusing on placing its product on the dining table, in combination with wine and food, it doesn’t demand too much attention. The brand owner wanted the product to be classic and timeless over the years. That’s why the design of the bottle is made with a twist of Scandinavian simplicity. The shape is very similar to the classic and timeless design of a Champagne bottle. In 2008 the famous designer Giorgetto Giugiaro created a new glass bottle for S.Bernardo from Nestlé Waters Sanpellegrino. A symbol of a multisensory design, the bottle and its drops combine to establish a strong premium feel for the product and reflect the brand’s ability to be innovative. An icon of lightness thanks not only to the characteristics of this water but also to this unique bottle. The new shape, logotype and label, purposefully underline a fresh and distinctive personality, maintaining a close link with the origins and tradition of the product. The 105 drops running down the whole wrap and the new logotype engraved in vertical relief on the glass are the elements of this bottle destined for consumption in trendy restaurants. Chillean business Embotelladora Glaciares del Peteroa, an
From left to right: Evian; Valverde; Gota; Iskilde; and iT iS Water
10 WATER AWARDS
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established wine and fruit grower, has developed the brand Peteroa Water. The product is presented in a unique bottle for upmarket dining and bar locations. The artesian spring water, which comes from a glacier located at the Andes mountain volcano called Peteroa, is packaged in a tall, slender bottle which appears larger than rivals. There’s an edge of modernity and an air of unmistakeable sophistication and charm about this brand and its bespoke bottle.
- Beverly Hills, the concept of this luxurious product originally came from the idea of selling bottled water to celebrities and the super rich who hang out in Beverly Hills, California. However, Fillico only has tenuous links to the glitzy, showbiz US city as the product is rooted in Japan. Vieluce is planning to relaunch the water as Fillico - Jewelry Water. Indeed, the bottle with the new logo is currently in production and should be on sale in September 2008.
Italian family run business Fonte Solé recently added Arte to the company’s luxury flagship Solé bottled water collection. Arte is a super-premium brand sourced in Nuvolento, Lombardy. It is packaged in a contemporary 75cl bottle, sold in either still or sparkling option. Arte enables hospitality venues to serve a more exclusive product to VIPs and dignitaries, while reserving Solé for core luxury restaurant and bar menus. The sleek, multi-faceted and clear glass bottle pays homage to the great artists of Italy. The first featured artwork to adorn the bottle is by Leonardo da Vinci. Fonte Solé Arte is created by Saint-Gobain Vetri which has produced a bright glass container with a round base, tapered, faceted and irregularly octagonal features. Initially launched as Fillico
The new look for Agua de Pedras from Unicer of Portugal is also evident in the Best bottle in PET category. The visual cues and concept are the same as seen before. The new source bottle aims to provide the consumer with the feeling that they are drinking the water directly from the source itself. The classic Pedras Salgadas bottle glass colour is green but for Sabores the company chose to use crystal clear glass in order to communicate the purity of the water and the fact that the fruit flavour ingredient is natural. Unicer’s Vitalis Premium range was specially created for trendy prestige restaurants, hotels, bars and gourmet stores. Vitalis is presented in a range of two new premium glass bottles in 1 litre and 50cl capacities. The bottle’s
simple design, with a single curve tapering towards the closure gives it an air of stability and elegance. Differentiating itself from more traditional looking bottled waters, it fits perfectly in the trendy restaurant market. The elegant and distinctive design of the bottles makes them suitable for any sophisticated table, fulfilling the need for stylish and trendy consumption occasions. The graphics reflect the brand’s core values through several vibrant illustrations which suggest movement and activity as well as sophistication, nature and the feeling of water. Vrumona Sourcy has two variants, still and slightly sparkling, each presented in elegant 1 litre glass bottles. The bottles are colour coded; red represents the lightly sparkling offering while the blue colour signifies still water. The clear glass bottle with its simple lines, similar to that of a wine bottle, makes the water a stylish companion to fine dining. Dutch designer Piet Boon who created the bottles, chose a simplistic style for the water bottles to emphasise the purity of water, which claims to come from one of the best protected sources in Europe. Boon was also inspired by the traditional Dutch earthenware bottle, known as the ‘jenever’.
Finalists in the Best bottle in glass category are (in no particular order): Lucid Enterprises’ Mist; Danone’s Christian Lacroix designed prêt-a-porter Evian bottle; Valverde Water’s eponymous bottle range; and Fonte Sole’s Solé Arte.
Fillico - Jewelry water
Agua de Pedras
Vitalis Premium from Unicer
From left to right: Mist; Malmberg; S.Bernardo; Peteroa 9500; and Solé Arte
www.foodbev.com/water Wiesbaden, September 2008
Vrumona Sourcy
WATER AWARDS 11
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Best label The 1 litre natural spring bottle was designed by Alto Packaging specifically for New Zealand Quality Water. The bottle design draws upon the clean New Zealand native rainforest and also serves as an inspiration for the label motif. The fern frond is distinctly a New Zealand icon and features on both label and bottle. These aspects fit in with the story of the Blue Spring, the source of NZ Quality Water. On shelf, the reverse labelling area and the green tint magnify the label and brand, which make this a stunning package. Currently being exported to Target Store outlets in the US, the bottle has been designed for export, it is lightweight yet has good top load and is highly freight efficient. Efficient to manufacture, the ergonomic bottle runs through a Tri Block fill line well, feels nice to hold and is easy to pour from. There are a lot of bottled waters on the market. A lot of hibiscus/ waterfall/volcano-depicting, adjective-abusing, vitamintrafficking yuppie waters. Another Bloody Water is not like that - but that’s not to say theirs comes out of the garden hose either. Another Bloody Water is a premium natural spring water with a funny name and no bravado. Another Bloody Water took the task
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upon themselves to create an honest brand with a very hard working little bottle that could cut-through the café fridge clutter, give people a laugh and re-hydrate the masses. Without a media budget for scooters dragging around fancy billboards, they designed a label that was true to the simplicity and cheekiness of the brand. They already had a swear word in the product name, so they put it front and centre - in a nice typeface, of course. Aquann Water Project entered the humanitarian brand called Red Cross Water into last year’s competition. In early 2007, an exclusive agreement was reached with the Danish Red Cross and today six national Red Cross organisations have entered into a similar agreement including Holland, Belgium and France. At least 15% of net sales of the product price is donated to the Red Cross. A website provides figures on donations made in each country. An international launch campaign is planned for the last quarter of 2008 and the goal is to sign another five agreements. Recently, the water changed its name from Red Cross Water to Water for Life. Hence, the charity brand now has a brand new label. The unique 50cl PET bottle with a cross design
on its base still incorporates the clever ‘E’ lettering design in ‘Water’ which can easily be read when the bottle is vertical. However, the see through label now boasts the red cross icon and ties in with a red closure on on the bottle rather than a blue cap used earlier.
Balance Water Company has developed a range of homeopathic waters gently infused with flower essences, most of these Australian. The label for Balance for the Mind depicts an emotive scene of a field with a tree in a blue wash effect reflecting the natural and organic aspects of the product. Balance for Women is equally romantic in its presentation of flowers and grass with a mauve wash. Even the Water for Traveling uses a serene landscape and balloon to denote travel in
a natural setting. The vibrant Water for Children uses a child’s handwriting font and coloured lettering to punch home its message. Isklar’s labels are inspired by the Hardanger region of Norway - Isklar’s source region renowned for its glaciers and customs. The labels’ colours are suggestive of the region’s glaciers; the brand name is coloured in two shades of blue to make it appear as if rising from a snowfield; the tints of frosty blue on the edges and reverse of the back label echo the blue of compacted glacier ice. The design also nods at the region’s customs; the ‘North Star’ is inspired by Hardanger’s famous knitting patterns, and hints at Isklar’s Norwegian provenance, a key feature of the brand. The labels are also remarkable in the way they blend seamlessly into the structure to convey iciness, sophistication and purity; their transparency invites consumers to “see magic and adventure sparkling within”, another key brand objective. (This is explicit on Isklar ‘Aktiv’ bottles, which feature extreme sportsmen on the reverse of the back label). Avra still 1 litre limited edition bottles were first launched in 2004 by Coca-Cola Hellenic in Greece, aimed at increasing brand equity and enhancing brand
From left to right: NZ Quality Water; Another Bloody Water; Water for Life; Balance; Isklar; Avra; and Evian
12 WATER AWARDS
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As seen in the Best bottle in glass, Danone launched a special edition bottle range for Evian, For 2008, the company created two high-fashion creations designed by famed fashion house Christian Lacroix. This prêt-a-porter version is sold in premium restaurants and upmarket grocery stores in the US as well as through major European restaurants and most supermarkets in the French capital. According to Lacroix, the bottle is draped in “flowers of success, those that adorn parade capes like snowy crystal garlands or frost-frozen alpine flowers.” Clean lines and a crisp logo are used to showcase the purity of the water itself. When it comes to fine dining, the bottle can add an air of sophistication to even the most opulent of banqueting venues.
The Canadian spring water brand Eska from Eaux Vives Water was launched in PET format in Québec in spring 2007. The company’s newest entry into the market, in the summer of 2008, is Eska Natural Spring Water in glass, in still and sparkling variants. The water is sourced from a unique location - an esker - a glacially formed aquifer with natural filtration through layers of sand, rock and gravel, left behind by a retreating glacier. The label needed to rapidly convey the water’s provenance and quality without intimidating consumers by providing an unwanted geology lesson. Basing the design around the source and three natural symbols - snow, rock and water - the label is truly representative of the Eska brand and connects the consumer to both the source of Eska and the natural filtration process. Each year, Eden Springs Israel hosts activities, for the benefit of the Variety foundation. During these activities, Eden Springs Israel distributes 50cl pink bottles, which are distributed as a limited edition. These unique bottles are marketed exclusively and the entire income from all the sales goes directly as a donation to the Variety children. During this last year, Eden Springs Israel added a special element to this activity. All bottle labels for these bottles were illustrated and drawn by Variety’s children. These
drawings portray the personal and inner world of the children and are intended to strengthen and highlight the product on the shelf, in order to pass on the emotional message from the Variety children themselves.
Eckhard Kallies, VP Packaging Papers, Stora Enso
image. It was, and continues to be, vastly accepted by both customers and consumers, as a differentiating, appealing and elegant initiative. The priority channel for Avra Still 1 litre limited edition is prestige restaurants and cafés, as well as top outlets. Avra continues this tradition, “dressing“ the glass packing of 1 litre with particular thematic drawings that never fail to impress and differentiate. In 2008, these labels reflects the vibrant life and emotions felt during the summer through bright colours and vivid pop designs.
“More than being simply decorative or descriptive about the product, the label often completes the package”
Finn Spring has produced an attractive range of labels for Finn Aqua. The label design provides a fresh and clear finish to the overall product and complements the blue tinted PET bottles. The product range is available in many different variants as well as still and sparkling formats, so it is important that the labels makes each of the waters clearly identifiable on shelf. The simple but effective images depict fresh fruit splashing into pure water. Environmentally, the bottle is also made up of 40% rPET - something for which the colour tint provides an additional benefit. The company’s production facilities are heated using renewable energy and extra heat generated from bottle
production by the business is used to warm a small nearby spa. Here’s something traditional, stylish and upmarket. Italian bottled water manufacturer Fonte Italia has modified the packaging for its flagship brand Acqua Filette. The company has chosen glassmaker Saint-Gobain to supply a new glass bottle with a classic Bordeaux wine feel. This is complemented by stylish labelling using glazed paper and distinguished by Filette’s initial ‘F’ in silver. The Acqua Filette bottle range is being sold in three tastes: Naturally Natural, Delicately Sparkling and Decidedly Sparkling, and it is positioned as a table water for accompanying fine wines and foods. The redesigned bottle range will be available in all parts of the world except the US market where Fonte Italia Americas sells the old design. As seen in the Best bottle in PET category, the labelling for Ganic Consumer Products has been designed in accordance with the main strategic positioning of ganicwater. In a world of numerous fun and party drinks that come to market on a constant basis, the labels stand out with simple, but high quality pictures, and high quality typographic design. Moreover, this brand has added some entertaining elements by using individual quotes and sentences to describe each flavour.
From left to right: Eska; Eden Springs; Finn Aqua; Acqua Filette; and ganicwater
www.foodbev.com/water Wiesbaden, September 2008
WATER AWARDS 13
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Best label The label entered by Gerolsteiner Brunnen is special because it successfully combines elements of the Gerolsteiner brand and Die Wilden Kerle. The label generates a high grade of awareness at the point of purchase and is significantly different to rivals. The visual presentation of the Gerolsteiner word and logos represents high quality while Die Wilden Kerle reflects adventure, fun, and a football connection. The logo combination promises a healthy, but nevertheless exciting product. The use of an appropriate comic style typography and graphic elements is attractive to children and the use of bold, shiny and contrasting colours for the label and the sport’s cap are related closely to each flavour. (See also entry on page 26 for more detail). Hawaiian Springs has created packaging this year to help educate consumers on Hawaii’s endangered species and ecosystem. Hawaii is home to almost 30% of the USA’s endangered species and has lost a higher percentage of its native species than anywhere else on the planet. The label images rotate between three endemic Hawaiian flowers every 200 to 300 cases. This unique approach enhances the educational value and shelf impact of the line.
Over time, other species will be added to the line up. Also worthy of note are the: Twosided printing of the flowers, which allows consumers to see them from either side of the bottle; Design and location of the UPC/Company information panel, which not only hides all traces of glue from the roll-fed label application, but also seems to disappear when the bottles are viewed from the front. Jupik Aqua was introduced by Hoop in Poland in April 2008 as the first flavoured kids’ brand water there. It has also been launched in the Czech Republic and Slovakia. The product is supported by the Jupik Team and its four cartoon heroes: Jupik, Camelia, Reset and Walker, who have many great adventures. All the characters are represented on each bottle with their name and web address Jupik.com. The labels are full sleeve and mainly clear, so you can see the liquid inside, with blue and white swirls that compliment the swirls of each fruit. Fun and colourful. Icelandic Glacial from Icelandic Water Holdings is building on its award winning label which won Best overall concept and Best label award in our competition back in 2005. The company’s sustained and pioneering efforts were recognised through
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full certification by the CarbonNeutral Company in March 2007, later that year winning the Best sustainability initiative in our contest last year. Visual communication on the bottle label and packaging is paramount to highlight Icelandic Glacial’s point of difference so CarbonNeutral Product certification has been added to the footer of the bottle to give consumers clear visibility of differentiated green credentials by an independent and credible third party organisation. Recycling encouragement has also been highlighted on the label as part of the approach. The label back also explains what the certification means to the consumer and clearly communicates the steps Icelandic Glacial took to achieve the stamp of approval. US based ICIO based in Hollywood, California, plans to bring unique and interesting flavours or flavour combinations into the marketplace. The innovative PET flask shape has been complemented by subtle branding of the ICIO (I-see-oh) trademark on the clear label which also serves to tint the clear water towards the base of the bottle in the respective flavour of the product. The
drinks need to be highly visual as they are being served at dance clubs and bars in Los Angeles. The design brief for Iskilde was straightforward: to create a bottle water that is discreet, elegant and functional. Iskilde wears the reputation as a gourmet product quite comfortably. The label is clearly minimalist yet slick. The font is stylish but not pretentious. The simple label design is complemented by an attractive foil on the neck of the bottle. Krinos is packaged in a PET bottle that has a modernlooking paper label, positioned around the shoulders of the bottle, and decorated with bubbles to give a fun and playful image. The Krinos logo has been designed with a rounded finish to the lettering, which appears in a light mid-blue colour on an lighter water-coloured background with bubbles. This is to symbolise the smooth, yet bubbling flow of water and links to life and energy. The white colour in the background suggests purity and is enhanced at the edges by dissolving into the light blue. The composition is complimented by further fuchsia lettering.
From left to right: Gerolsteiner ‘Die Wilden Kerle’ kids range; Hawaiian Spring; Jupik Aqua; Icelandic Glacial; ICIO; and Iskilde
14 WATER AWARDS
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a New Zealand Icon. The labelling works well with this ergonomic and attractive PET bottle.
According to Swedish bottled water producer Malmberg, its new round, bright coloured label plays an important role and changes the profile of the bottle, emphasising purity. It is important that the label does not detract from the water in the bottle. To have a colour for each variant is very important for the user and makes it easy for consumers to choose their favourite within the range. Malmberg retains the same Nordic and light design for all the labels, with the ‘red lips’ which also is an M (for Malmberg) and a W (for Water). A distinctly modern label design. Mead International has created a smart label design for Eternal which reflects the environment from which it came, uncluttered and clean. The front label design incorporates the Koru, a blessed cultural symbol, which unfurls into the leaf of the Silver Fern -
The owater label from owater aims to convey the unique, clean and crisp taste of unsweetened owater. The company uses transparency to convey purity and simplicity. The result makes it possible to look through owater’s iconic “O” on the front of the bottle to the illustrated fruit printed on the inside back, which gives the appearance of a piece of fruit floating in the water. The colour palate was chosen to represent the fruit flavours used in the products and to highlight enhanced waters are clear (no added colours). owater worked with illustrator Edgar Stewart to create bold, tasty looking fruits in a unique illustrative style that adds an element of fun. The copy has been kept to a minimum to describe the simple recipe and commitment to quality. Meanwhile, sport owater, has a label independent from the parent brand. The “O” brand icon has been used both in the product name and as a design element. The transparent label has modern, graphical design elements visible on both sides of the bottle. The curved lines of the “O”, in blue and a shimmery
Prodravka’s Studena water and Give water from PurBlu Beverages
silver, were used to convey movement and energy. There is an amusing illustration of an athlete hiding on the rear label. As seen earlier in the contest, Peteroa Water from Chile’s Embotelladora Glaciares del Peteroa has excelled with its glass bottle and the labelling is equally impressive. The Andes are represented on the label close to the bottle neck while the brand identity is 9,500 which denotes the 9,500 years it takes for water from the source the Peteroa Volcano Glacier to reach the surface. The label is elegant and eye catching and fits the profile of the bottle in an appropriate, synergistic way. Prodravka has bottled Studena spring water in Croatia since 1999. In order to tap into the young urban consumer market the company recently updated
its packaging and created a new visual world of Studena based on the graphic element of blue dots, which represents the dynamic innovation of the Studena and aligns it with the challenges that can bubble up in modern society. This dynamism is reflected in a new advertising campaign: “Studenize yourself!” Ben Lewis, the 19-year-old CEO of Pittsburgh based PurBlu Beverages, launched Give, in August 2007. Give drinkers can decide which cause to support by selecting any one of three different coloured bottles: Give Life is blue, for children in need; Give Hope is pink, for breast cancer research and prevention; Give Love is green, for environmental causes; and Give Strength, is orange and is intended to benefit those with muscular disorders.
From left to right: Krinos; Malmberg; Eternal; owater; sport owater; and Peteroa 9500
www.foodbev.com/water Wiesbaden, September 2008
WATER AWARDS 15
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Best label Red Lion’s challenge with Bisleri was to produce a mineral water brand that brings to life “the goodness and purity of the mountains“ in a PET bottle intended for the top-end water consuming market in India. The solution came with the marrying of the crystal clear label with the innovative hexagonal shaped bottle. Chic is a new product concept from Sociedade da Agua de Monchique. The 1 litre PET bottle has been designed by Manuel Vital. The sophisticated simplicity of the labelling speaks volumes and the design of the logotype was created by Pedro Novo. Trendy and fashionable, this is a bottle of water which aficionados are happy to buy at upmarket bars and restaurants. C’est Chic! Spero Group’s product offering is Tumai Water, spring water bottled in Alton, Virginia. The brand is centred upon creating sustainable development in impoverished areas through a holistic approach. The name Tumai translates as ‘hope’ in Swahili and the company employs the slogan ‘Need a Drink, Drink for a Need’, to help achieve its purpose of providing hope and saving lives. The label clearly illustrates where
the water is hoping to have an impact with its graphic of Africa. Moreover, the front label clearly explains its mission statement and proudly wears its gold medal winning badge from the 2008 Berkeley Springs international water tasting competition. The clear adhesive label conveys elements of transparency the business hopes to deliver to consumers about its charitable deeds. SWISSeau wanted to create a packaging and label which would radiate the water’s special origin, purity, authenticity and lifestyle. The result required a self-adhesive, double-sided printed label to crown the elegant, but simple bottles. On the front, the SWISSeau logo signature is printed on metallicsilver-grey background, with up to six different pictures of Swiss mountain landscapes on the other side. The technical requirements challenge was met by Tesa/Bandfix Corp in Switzerland using the company’s TwoFace label technology. Tesa/ Bandfix printed the landscapes on a white polypropylene foil, coated the adhesive, attached it to a carrier paper, turned the label and then printed the front - all on one machine and in only
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From left to right: Bisleri; Chic and Tumai Water
a single processing step, using three different types of printing technology: offset printing for the mountains, flexographic printing for the metallic-silver-grey front and screen printing for the logo. Izvorul Zanelor originates from Romania from an area well-known for its high-quality mineral water sources that have a balanced and low mineral content, giving the water a delicate and pure taste suitable for daily consumption. The visual expression of the brand plays on the fact that Romania is a country steeped in folklore and myth. The label uses delicate
colours and dreamy imagery that evokes the magic world of fairies through a rainbow-like arrangement of colours in which elements of nature are bound in harmony. Together with the overlayed bright red hand-drawn logotype and the graphic fairy symbol, the label creates friendly and memorable shelf impact and distinguishes Izvorul Zanelor among other Romanian waters. Izvorul Zanelor was launched two years ago. Panama Springs has created a unique bottle, Panama Blue that fuses together traditional
From left to right: SWISSeau; Izvorul Zanelor; Panama Blue; Upland; Walnut Grove; Wenlock Spring; and Beauty
16 WATER AWARDS
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square and round bottle shapes as well as wine bottles. This fusion gives the illusion that the bottle is made of glass, which is further enhanced by an eye-catching label. The back label has been printed on both sides, which means the inside image becomes magnified and stands out. Keeping the labelling to a minimum leaves 70% of the bottle clear so that the consumer can see the pure and natural spring water that it contains. The colourful imagery connects Panama Blue natural spring water to its origins, the Chagres River National Park, in the Panamanian rainforest. Support by UBS AG.
awareness. It is a clear plastic front and back label, with a variety of inside back label designs, which are seen through the front of the bottle. Beauty, launched by Works With Water in April 2008, claims to be the UK’s first spring water to contain ingredients clinically
proven to reduce acne. With a largely female customer base the intricately designed label, developed by One Eighty Creative, appeals to a female market. Although specifically developed to have benefits for skin health, the brief for the Beauty label was to create a bottle that looks far removed
from a typical acne treatment product and appeals to the style conscious. Finalists in the Best label category are: Sociedade da Agua de Monchique; Ganic Consumer Products; Fonte Italia; Hoop; Iskilde; Works with Water; and Vitro Packaging.
Upland Natural Waters has a label that uses the natural shades of the sea, with multidimensional highlands and splashes of red to highlight the most significant facts. The logo is very clear and detailed. It appears twice on the label, but does not feel overbearing. It simply demonstrates quality. Walnut Grove is a premium natural spring water, packaged in a fully recyclable 75cl glass wine bottle made with 25% recycled cullet. According to the company founders, the product has a pure taste and smooth mouthfeel, making it ideal to serve with quality food or when wine tasting. To complement these occasions the water is presented by Vitro Packaging in a classic bottle which has the company’s walnut tree logo at the front. Simple symbolism is used to denote flowing water, while the muted yet fresh green colour of the tree brings about a freshness but keep the bottle looking stylish. The relaunch of the Wenlock Spring brand came about as the label design for Wenlock Spring had become outdated. The new label design reflects the brand values of Wenlock Spring, promoted as water bottled at source and reinforcing the company’s environmental
www.foodbev.com/water Wiesbaden, September 2008
WATER AWARDS 17
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Best packaging innovation The Add-vanced Bottle System from Canada’s Add-vanced Creations has been created to revolutionise, optimise and systemise how liquids and other consumable products are stored and transported on a global basis. This stackable bottle system provides up to 200% volume efficiency over existing bottles, according to the company. The product is made from 100% rPET plastic. It is transparent, lightweight, and economical. It has a handle making it user friendly and it can also stack on its side helping save space in consumers’ cupboards and refrigerators. These 3 litre bottles stack and interlock together. With these characteristics, there is no need for cardboard boxes which substantially reduces overall packaging costs. Having interlocks on all six sides and with an optional shrink sleeve, the bottles can be held snugly together in 2, 4 or 6 packs. The product has been designed to withstand very high top load forces and survive drop tests.
Having the right Pack Mix is essential for Deep RiverRock growth and market share gains. In 2007, the 1.5 litre segment was the second largest and fastest growing segment within the take home water market. It surpassed the 6x2 litre segment in terms of volume. It represented the biggest opportunity for Deep RiverRock in terms of multipacks development. The existing Deep RiverRock 6x2 litre (12 litres) was considered slightly too heavy for shoppers to carry so the 6x1.5 litre (9 litres) multipack is preferred. A new Deep RiverRock 6x1.5 litre multi-pack was designed with a stylish shrink label and launched by Coca-Cola Bottlers Ireland in the grocery trade in the Republic of Ireland and Northern Ireland. It features dynamic ‘splash lifestyle’ imagery in keeping with its target audience, envoking energy, refreshment and purity. Coca-Cola Germany has invested in a returnable bottle crate for 1.5 litre PET bottles for the introduction of its mineral water without gas called ViO from the Apollinaris brand. The crate was developed by Delbrouck and has an appealing fresh design combined with an unusual colour. It reveals full sight of the bottles from every angle. A central handle and two ergonomically shaped handles
From left to right: Add-vanced Creations’s 3 litre bottles; Eska’s aluminium bottles; Gemini Technology’s Duo cap; and IPN pouch
18 WATER AWARDS
on the short sides assure convenience for consumers. Refillable glass bottles were important in Germany and bottle deposit schemes were set up to encourage PET recycling. Today, the system has been modified to allow one way bottle recycling rather than the bottles being washed, rinsed and refilled. This has meant that PET bottles are being adopted and returned by consumers more than glass. According to Eaux Vives Water, aluminium bottles are the future of the beverage packaging industry. The company is the first in North America – and as far as we know, the world – to provide spring water in aluminium bottles. Fully recyclable and re-useable, the lightweight aluminium bottles will appeal to the environmentally conscious while its sleek silver and midnight blue finishes will appeal to the fashion desires of the mainstream bottled water consumer - both segments typically underserved by the traditional bottled water industry. Basing the design around three natural symbols - snow, rock and water - the packaging is truly representative of the Eska brand and connects the consumer to both the source of Eska and the natural filtration process. While telling the story simply, the packaging simultaneously connects at an emotional and rational level with the consumer’s desire to purchase something aesthetically powerful yet environmentally friendly. Duo is a patent pending closure cap from Israeli based Gemini Technology for non-carbonated beverages that allows consumers to share drinks in a more hygienic manner. Thanks to its embedded one-way valves, Duo prevents backwash and saliva from returning into the bottle, maintaining water freshness and purity. Children
Add-vanced Bottle System
Deep RiverRock shrink label
ViO branded returnable crate like sports caps and they love straws, a combination brought together by Duo. It adds the social dimension to water drinking and can make drinking water fun and exciting for kids, allowing them to show off their shareable bottle at school. The makers of Duo also claim that the device provides a smoother and easier drinking experience than a common sports cap with less suction needed and no spillage.
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Netherlands based IPN has teamed up with Norway’s SmartSeal to develop Clean Valve technology for water pouches. The principle of the Clean Valve is based on a unique valve system incorporated into the spout. As the valve is opened, it allows the liquid to pass through the valve. As soon as the suction stops, the valve closes and so does the flow. This spout will not spill even when the pouch is squeezed, providing an ideal solution for ‘on the go’ beverages. The light suction required to activate the Clean Valve makes this solution attractive for kids drinks, sports drinks and drinks for the elderly. Together with the valve, the company has developed dedicated filling technology that enable a low cost reclosable spout along with a total packaging system including filling equipment, film, pouches, contract-packing and leasing options. Just Drinking Water has visibly differentiated its mineral water brand Aquapax from other bottled waters, through a technically established but little used package in the bottled water market. Using an octagonal shaped Tetra Pak ‘Prisma’ carton made from majority renewable elements (paper) Aquapax premium quality pure natural mineral water stands out from all other bottled waters in a crowded
retail setting. The ergonomic carton uses a combination of paper board, sourced from GM free sustainable forest sources, laminated with a thin aluminium barrier foil and ultra thin low density polyethylene waterproofing. These work together as a thermal barrier to keep Aquapax water cooler for longer, while the protective package is also less carbon intensive (lower carbon footprint) to produce and pack. An Aquapax carton is sealed, airtight and light, affording a bacteria free protective package for the water within it. The NitroPouch concept from Krones is a manufacturing technique illustrated by a 50cl water bottle weighing only 6.6g. It represents the company’s ongoing quest to operate a commercially successful business with an environmentally clear conscience. The bottle design optimises the use of material throughout the bottle and features a narrow diameter chest to ensure a thicker wall section, which provides a stable grip and labelling area. The overall visual impact is striking and unique with a round, volume-holding belly and a suitably minimal label size. With a 1.3g Krones custom design neck finish developed together with Bericap (without the conventional support ledge); a market available 1.1g cap; small
label; low bottle weight and a Krones patent pending petaloid free form base, the design achieves a significant reduction in operational energy, PET resin and crude oil consumption. More of a filling innovation than a specific packaging invention, Le Bleu Corporation’s patent pending purification process enables production of a high quality bottled water. The company can take water from almost any source, such as municipal supplies, wells or springs and purify it through steam distillation. The water goes through five steps before it enters the bottle, eliminating the inorganic minerals and chemicals that can occur in other waters. Le Bleu Ultra Pure is free from sodium, chlorine and lead and is oxygenated with ozone through a process called ‘Corona discharge’. It is also chlorine free and Kosher Certified. The product’s main market is the US. Producing water in a can is a sustainable alternative to using PET packaging, which has attracted lots of adverse media when it is not disposed of correctly. Some sparkling waters in cans are available around the world, but this is a first for a still water brand. The can from Llanllyr Water is fully recyclable and the benefits of using a can over PET are referred to in the company’s entry in the Best environmental initiative category.
From left to right: Aquapax; Krones NitroPouch concept; Le Bleu; Llanllyr cans; and VBlast!
www.foodbev.com/water Wiesbaden, September 2008
The five different flavours in the VBlast! vitamin enhanced waters range have a distinct shelf differentiation. The packaging is vibrant and the product has a unique patented vitaminINfusion cap with 5ml reservoir. The cap contains carefully selected water soluble vitamins in liquid that instantly merge with the spring water. VBlast! was chosen by New York City Spring Water because it wanted to give consumers the most beneficial enhanced water possible. Other products have vitamins instilled at the time of bottling, but vitamins can lose potency over time when emersed in water. The Bebop closure was created by Novembal to ensure a high level of performance and comfort. The Bebop is easy to use for on the go or home consumption as it opens 180˚. Further benefits include the ability to open the closure with one hand as well as total security ensured by a tamper evident band. A patented facility to retain the band has been included into the cap. Hygiene is guaranteed as the cover remains fixed to the container.
Novembal Bebop
WATER AWARDS 19
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Best packaging innovation
Novembal Novaqua Novembal’s engineering and design department has developed Novaqua 29.4, a range of lightweight closures that can save between 30% and 50% of raw material (closure and neck). These changes are imperceptible to the end consumer, and are the result of two objectives: to reduce the packaging weights for economical and ecological reasons and limit the investment on bottling lines. In order to meet these requirements the company based the neck of the preform on the standard 30/25: the body of the pre-form does not change, only the neck is modified slightly, which means only minor modifications to the line are necessary. While there is a 30% reduction in weight of the closure, the preform is reduced by 11-12%, which means that a preform for a bottle of 33cl changes from 13g to 11.5g. Red Lion’s challenge with Bisleri was to produce a mineral water
brand that would “bring to life the goodness and purity of the mountains” in a PET bottle designed for top-end water consumption. The solution came with the innovative design of a hexagonal shaped bottle, which brought the ‘Mountain Water’ proposition to life. Red Lion ensured the bottles, available in 50cl and 1 litre, have sturdy top and side, weight and pouring efficiency. The clarity of the label adds to the experience and only two panels of the bottle are used, while the rest are clear. The two panels used each have a strip of label with front-back printing. This is strategically placed to showcase a panoramic view of the mountains visible from all angles and when the bottle is full of water the label actually appears to be twice as large. SmartSeal Flex focuses on user convenience. Predicted to be the new standard, active closures from SmartSeal consist of a no-spill design that is ideal for on the go applications. An active closure has a valve that is automatically activated when drank from. SmartSeal Flex is suitable for non-carbonated beverages in PET bottles, cartons and pouches. It is available in 28mm, 30mm and 38mm. Key features include a high level spill control (not even running a car over the bottle will produce leakage
From left to right: Bisleri; SmartSeal Flex; Source; Y Water
20 WATER AWARDS
from the closure), the active valve conveniently opens when drinking is required and closes immediately afterwards. In addition, the closure is intuitive as the tamper evidence has the shape of a padlock and is comfortable to drink from. The closure is also made of recycle friendly materials.
Canadian Source spring water company has launched a natural spring water in a Tetra Pak carton box for the first in North America and for the bigger global market. According to the company, this packaged water is the most sustainable and most environmentally friendly brand of water on the market. Compared to glass and PET, it is possible to fit more Sourcespring water in Tetra Pak carton boxes into trucks, the product has a smaller carbon footprint and the packaging makes it economically advantageous for global markets. Taking an honest approach, the company claims that Source water in a Tetra Pak carton is ‘not perfect, just
better.’ Source Tetra Pak carton box spring water was officially launched at the Montreal SIAL international trade show in April. In July 2008, Source was introduced to the US market at the Summer Fancy Food Show, where it it was recognised by major retailers and distributors for its environmental benefits and overall design. The first thing one notices about Y Water is the packaging. Rather that simply downsizing a regular, adult water bottle, designer Yves Béhar created a stable, symmetrical, bright, durable, 9oz bottle that is not only 100% recyclable but also transforms from a disposable bottle into a toy. Linked with other bottles via biodegradable rubber ‘Y Knot’ connectors, the Y Water bottle becomes a surprising modular vehicle for creative play, encouraging kids to explore the depths of their imagination by joining bottles to create any infinite number of structures. Béhar, who is also an investor in the project, explained that the design is about the process of turning drink into a game and a disposable product into a reusable one. The Y Water design team devised the idea of an intertwining name and bottle based on the concept of a stable symmetrical bottle that incorporates a sense of play and learning. Finalists in the Best packaging innovation category are (in no particular order): IPN; Krones; and SmartSeal.
SmartSeal Flex closures
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Best flavoured water concept Sourcy is the mineral water brand of Heineken subsidiary Vrumona. Until now, the brand was mainly available in the on-trade, where it holds the second position. In 2005, Sourcy Pure table water was introduced in an elegant stylish glass bottle. Shortly after its introduction, Sourcy Pure began selling over 3 million bottles a year. Vrumona had planned to broadly introduce Sourcy in the off-trade this year. In order to support this introduction, a new proposition, ‘Sourcy Plus’, was developed, consisting of a range of mineral waters with a minimal addition of natural fruit aromas. The differentiating element was the lightness of the flavour addition (“just a hint of . . .”), which made Sourcy stand out amongst rivals with full flavour propositions. Valser Viva Blueberry & Honey is a flavoured water with 8% juice and natural honey extract, launched in Switzerland in 2007. Valser is a premium Swiss mineral water brand, known for its unique quality and tradition. Launched in 2005, Valser Viva is one of the pioneers of wellness water with a range of products characterised by their natural ingredients and positive effects on wellbeing. The drinks target young adults that seek a natural balance with today’s hectic
lifestyle. Valser Viva contains real fruit juice as well as extracts such as honey or herbs. It is also low in calories and free from preservatives. Coca-Cola Switzerland’s latest creation, Valser Viva Blueberry & Honey, is inspired by ingredients that are found in the Swiss mountains. Honey is a natural source of energy while blueberries are known to be a good part of a balanced diet and are high in vitamins C and B5. 1988 marked the beginning of Bonaqa from Coca-Cola, a high quality water with a wellbalanced amount of minerals and a fresh taste. Bonaqa successfully targets a young and modern target group in Germany between 20 and 40 years old who are open-minded and always on the lookout for new experiences. The business launched Bonaqa Fruits in 2005 in three different flavour variants: apple pear, orange pineapple and lime raspberry. In April 2008, the business launched Bonaqa Fresh & Spice. The beverage combines refreshing Bonaqa medium carbonated water with a blend of fresh, juicy fruits and fiery spices. The result: two flavour combinations mango chilli and apple mint that are truly unique in the water market. The new
range does not only follow the current trend towards spices in the food industry, it also meets the demand of German consumers for spicy tastes. Only 11 calories per 10cl. Deutshe SiSi-Werke’s CapriSun has developed Roarin’ Waters, a fruit flavoured water beverage designed just for kids. This launch was in response to the growing trend toward water consumption among children. It simultaneously addressed children’s biggest complaint about water: its lack of taste. Both parents and youngsters have responded extremely well to the introduction of Roarin’ Waters, making it the leading water beverage in sizes 12oz or less. Since its launch, Roarin’ Waters has continued to grow and has maintained its place as a repeat purchase by households month after month. Ganic Consumer Products has developed ganicwater, a beverage which the company claims is the first aromawater. The water is sourced from spring water from Southern Norway and the drink is enhanced with completely natural extracts and aromas. ganicwater contains no artificial preservatives or sugars and therefore provides zero calories. By using aromas, the product creates a sense of taste and flavour without losing water’s natural purity. In a wide
offering of 15 fun and exciting varieties to suit every mood and every season, including cranberry pearl, velvet green tea, orange beach, smooth ginger and for those wanting a taste of something special: caramel toffee. Hint is a refreshing, essence water with zero calories, sweeteners and preservatives. Hint Inc was founded by Kara Goldin, a mother of four who decided to fill a gap in the market between upscale plain waters and high-end sweetened beverages. Hint pitches itself as being at the heart of the healthy lifestyle as it’s an alternative to sugary beverages. Three new flavours are considered this year: honeydew hibiscus, watermelon and blackberry. Each bottle flavour carries an attractive label which indicate the flavour blends. US based ICIO plans to bring unique and interesting flavour or flavour combinations into
From left to right: SourcyPure; Valser Viva; Bonaqa, Roarin’ Waters; ganicwater and hint
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WATER AWARDS 21
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Best flavoured water concept the marketplace. Two more flavours are expected to be launched later in 2008. Whereas the ICIO peppermint flavoured water stimulates and invigorates the senses for the drinkers, the ICIO cucumber and lemongrass water promotes calmness and soothing. Both flavours offer a thirst quenching, mouth freshening drinking experience from an all natural, no sugar added and zero calorie beverage. Contrex et Fruits (C&F) from Nestlé Waters France is aimed at women aged 25-60 years old. A fruit juice is delicious and good for health. But if you keep your figure, you cannot drink it everyday as it contains too much sugar. C&F is a new generation of delicious fruit juice blended with water. Claiming to offer all the pleasure of a fruity drink but is low in calories (only 20 calories per 25cl). C&F also contains natural antioxidants. C&F also contains green tea extract and is rich in antioxidants. Consumer tests showed it was a winning concept with an 80% preference vs 20% over its competitor (Volvic Fruits). It also claims the nutritional advantage of higher polyphenols level. Ritmo Luso from Sociedade Central De Cervejas e Bebidas (SCC) provides consumers with an easy and tasty way to keep
constipation at bay with its flavoured fibre enriched water. The product is firmly positioned as a weight loss product on the Portuguese market. Luso has created Ritmo, which means ‘rhythm’, its quality mineral water and added special natural fibres called ‘fiber-regulax II’ to this completely transparent drink. By just drinking 50cl a day, consumers are provided with 50% of their daily fibre, which can help keep them regular after only seven days of use. To provide variety for consumers the company has made the drink available in three flavours: kiwi, lemon and grain. Formas Luso from SCC provides consumers with an easier and tastier way to lose weight by drinking 1 litre of its flavoured fibre enhanced water. The product is firmly positioned as a weight loss product on the Portuguese market. To provide variety for their consumers the company has made the drink available in three flavours: green apple raspberry, lemon and green tea pear. The beverage is rich in hydrosoluble fibres which produce satiety, reducing appetite and therefore caloric intake. Luso has used a range of marketing approaches including TV advertising featuring consumer testimonials and was the main sponsor of the Elite Model Look Portugal 2008.
this water from UK based innocent is blended with real fruit, made with spring water and contains no additives, colourings or flavourings. The flavoured spring water range consists of four variants: mango passionfruit, pomegranate lychee blackcurrant, lemon lime and cranberry raspberry. The content of each drink is precisely described providing the consumer with the exact amount of fruit in each bottle. For example: “Spring water, half a pomegranate, 17 blackcurrants, sugar, three crushed lychees, a dash of lemon.” Moreover, the fruit is carefully sourced from around the world. In order to respond to the current trend toward natural products, Agua de Pedras from Unicer has launched a flavoured water that delicately combines fruitful flavours with natural plant ingredients. Flavoured Pedras uses naturally carbonated mineral water,
flavoured with natural fruit juice and contains no preservatives, colours or sugar. The beverage is low in calories (only 19 calories per 10cl) and has a low glycaemic index. To produce the drink it was necessary to make a large investment to provide the Pedras Salgadas plant with hi-tech pasteurising equipment. The investment has literally born fruit and Agua de Pedras is available in four variants: Pedras lemon & green tea with purifying and antioxidative benefits; Peach & white tea with purifying and antioxidative benefits; Raspberry & ginseng that can help improve physical and mental performance; and Pineapple & chilli, which provides an energising effect. Sugar free PureCool, from US based Waterworks, contains no calories, artificial sweeteners or preservatives. With patent pending natural flavour blends, PureCool is available in two still varieties, Triple Chill and Tropical Tiki, in 16oz PET bottles and two sparkling varieties, Mojo Cool and Pear Ginger-Ice, in 12oz glass bottles. This nutritional profile makes Pure Cool an ideal product line to target hot health issues such as obesity and diabetes. Finalists in the Best flavoured water concept category are: SCC’s Ritmo Luso and Formas Luso as well as Ganic Consumer Products’ ganicwater.
From left to right: ICIO, Nestlé Waters’ Contrex et Fruits; SCC’s Ritmo Luso and Forums Luso; this water; Agua de Pedras; and Pure Cool
22 WATER AWARDS
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Best enhanced water concept According to Next Generation Waters, each product is produced with natural GRAS approved ingredients and uses a hot fill process to guarantee flavour, freshness and the highest level of pasteurisation. The range boasts six different flavours and functions including Hot, a herbal tropical dragonfruit blend containing Horny goat weed which is a popular aphrodisiac and stimulant. Another example is the blueberry pomegranate flavoured Livelong – crammed full of antioxidants, while Thin consists of chromium, fibres, green coffee extract and Citramax to help suppress appetites and stimulate the metabolism. The unique and iconic barbell shaped packaging distinguishes the product from competitors. Water bottler Aqua Bimini is planning to expand distribution of its eponymous branded enhanced water beyond its native South African market. Aqua Bimini combines mineral water from Cape Cederburg with the company’s patented extract called QuinMax, developed by Professor Ronald Pero (Professor Emeritus of Microbiology at Sweden’s Lund University), which is said to contain unique anti-inflammatory, anti-viral, antimutagenic and antioxidant properties. The product claims to protect the body against cellular stress and help suspend the ageing process
producer’s other nutritional supplement product range. The drink contains white grape juice, aloe vera, green tea and vitamins A, D and E.
through DNA repair. As such, the water is positioned as having antiageing properties and may also improve energy and mood levels while reducing carbohydrate cravings. Australian producer Balance Water Company (BWC) has released a line of functional, non-flavoured spring waters with homeopathic flower essences. The range includes Balance for the Mind; for Women, for Travelling and for Children. Each variant contains a specific flower infusion for its targeted audience or function. Flower essences have been used in various formats for centuries by different cultures but have been popularised since 1930 by Dr Edward Bach who developed the Bach Remedies which used English flowers. BWC are using Australian wildflowers that many consider to have stronger and more potent properties. Under the name LifeTop, Swedish company BioGaia has designed and patented a dispensing closure concept where the ingredients (such as vitamins and nutrients) are protected during storage and released at the time of drinking of the beverages. Working with Bericap to industrialise and commercialise the LifeTop cap, the dispensing
LifeTop closure concept includes a plastic screw closure for use on standard neck finishes; an aluminium barrier blister containing up to 200mg of ingredients in powder form, sealed inside the plastic closure; and a flexible dome, protected by a flip-top overcap, which when pressed, will break the blister and release ingredients into the liquid. Fitness Water from UK based Bio-Synergy promises to raise hydration and energy levels as well as metabolic rates. The zero calorie drink contains a refreshing citrus flavour and is intended to be a functional alternative to traditional energy drinks. Suitable for consumption during exercise, the drink has been created to boost the body’s immune system and burn fat more efficiently. The beverage contains 500mg L-carnitine, calcium (136mg), zinc (2.5mg) and vitamin D3 (0.85mg). Bio-Synergy has also launched Beauty From Within, a functional drink packed in a sensible bottle pack which complements the
The Coca-Cola system across Europe and Eurasia has introduced a variety of bottled water drinks combining mineral or spring water with beneficial natural ingredients. In 2008, Italy, Croatia and Iceland introduced the new drinks leveraging each country’s own local bottled water brand while using the formulations, branding, packaging and labelling developed for Europe. For example, in Italy, Lilia Emotion Mind is a mix of citrus and guarana for mental renewal. The Mind formula helps maintain hydration while stimulating the senses with its delicious lime and guarana taste. Meanwhile, Emotion Body is a mix of white peach, vitamin E and aloe vera for skin health. Avra Herbal, produced by Coca-Cola Hellenic in Greece, combines hydration benefits and offers additional health benefits from natural herbs. Such a proposition is new in the Greek market and should increase the value of the water category, while addressing the consumer trend ‘seeking balance in the most natural way’. Avra Herbal is sold in three flavours: lemongrass for calming; sage for wellbeing; and mint for invigoration. The drinks contain 35 calories per 25cl.
From left to right: Next Generation; Aqua Bimini; Balance Water; Biosynergy’s Fitness Water; Beauty from Within; and water ranges from Coca-Cola
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WATER AWARDS 23
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Best enhanced water concept
Extreme Drinks has relaunched Aqua Vitamins in three flavours: raspberry; orange passion fruit; and lemon lime. The light, natural drinks contain mineral water, natural fruit concentrate and flavours as well as ascorbic acid and a vitamin blend (B3, B5, B6, B12, folic acid, biotin). They do not contain any artificial flavours or preservatives and are packed full of B-complex vitamins which help the body with a whole range of benefits from breaking down carbohydrates, fats and proteins to maintaining healthy skin, hair, eyes, mouth and liver. The 50cl bottle contains 33% of the recommended daily allowance of vitamins B-complex vitamins.
Today, women want to take care of both body and mind but it is not always easy for them to stick to a balanced diet, whether due to indulgence or other circumstances. Nestlé Fitness, is a functional beverage which addresses this problem. Launched in Italy by Nestlé Waters, this functional beverage leverages the existing breakfast cereal brand Nestlé Fitness. The drink features active fibres and magnesium while remaining low in calories. It has a light and fruity taste, thanks to the natural mineral water and fruit juice, which turns it into a simple daily habit for active women. Available in two flavours: apple kiwi and mango pineapple - the range is sold in two formats, 50cl and 1 litre. Consumers of Nestlé Fitness are: “active women, in their 30’s, with a conscious approach towards weight management without being obsessed.” VBlast! Vitamins & Water from New York Springs consists of five different flavours and functions: Focus, Health Twist, Multi-Vitamin, Esprit and Power. Each drink contains key electrolytes - potassium, calcium and sodium along with the full complex of B vitamins. VBlast! differentiates itself from other vitamin fortified water products in the enhanced water category by storing the vitamins in the patented cap as a
concentrate to ensure it doesn’t lose its potency. In addition, VBlast! has no calories, sugar, caffeine or carbohydrates. infused owater distributed by US based owater is purified water balanced with purposeful enhancements and “just the right amount” of sweetness. It is naturally infused with replenishing electrolytes and revitalising antioxidants. A touch of pure cane sugar is also added to heighten the natural fruit flavour. Each flavour delivers an honest treat. It’s a water drinker’s clear alternative to sugar-loaded vitamin enhanced waters and sport drinks. infused owater is available in seven flavours including: black raspberry, pineapple orange banana; lime lemon, coconut, blueberry, peach mango and strawberry pomegranate. Each serving is just 70 calories per 50cl and marketed as all-natural: no added colouring, no gums or stabilisers, and no artificial sweeteners. In a bid to connect with the young urbanite, Prodravka from Croatia has extended its Studena spring water brand with three new products. Available in 75cl PET packaging with sports cap, the products include Studena Shine, which is positioned as an inner beauty product with a mild blackberry flavour and contains extracts of elderberry flower,
aloe vera, dietary fibre, zinc and vitamin B. Studena Go! has been created for those with active lifestyles and has an apple pear base, enriched with functional ingredients, including plant extracts of guarana, yerba mate tea and peppermint, dietary fibre and vitamin B. Studena Defense has a blood orange flavour and provides ingredients which can help boost the immune system such as green tea (EGCG), vitamin C, zinc and selenium.
Bill Bruce, FoodBev Media
Eden Active is a concept that addresses the fact that people are aware that water is a healthy beverage choice, but often find it dull to drink. * Not everything that is healthy needs to be diet-like (Flavoured Water, healthy but still sweet) * Not everything that is healthy needs to taste bad (Functional Water, a product that is not only healthy, but also tastes good) Eden Springs Israel developed a functional drink that could appeal to a wide audience. Eden Active is a natural mineral flavoured water that provides a long lasting energy boost as it is enhanced with Palatinose. The drink is sold in three flavour variants: lemon mint, apple and strawberry.
“We have seen a trend towards waters containing herbs, flowers and aloe vera”
Ritmo Luso from SCC provides consumers with an easy and tasty way to keep constipation at bay with its flavoured fibre enriched water. The product is firmly positioned as a weight loss product on the Portuguese market. Luso has created Ritmo, which means ‘rhythm’, its quality mineral water and added special natural fibres called ‘fiber-regulax II’ to this completely transparent drink. By just drinking 0.5 litres a day (one bottle) consumers are provided with 50% of their daily
From left to right: Eden Active; Extreme Drinks Aqua Vitamins; Nestlé Fitness; VBlast!; and infused owater
24 WATER AWARDS
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fibre, which can help keep them regular after only seven days of use. To provide variety, the company has made the drink available in three flavours: kiwi, lemon and grain. Vitalis Smart from Unicer is a functional water enhanced with the following natural ingredients: ginseng, gingko biloba, zinc and vitamins. These ingredients have been carefully chosen to help improve memory, concentration and intellectual performance. Many people working and living in cities face several challenges to cope with a demanding life. Battling stress and pollution requires a concentrated regime of exercise and healthy diet. However, most people find it difficult to achieve this balance. Vitalis Smart is a concept and a product that was developed for consumers who want to make the most of life, boosting their best capacities to face these daily challenges. The refreshing passion fruit taste and the low calorie content, makes it easy for consumers to drink enough water during the day, assuring good hydration levels as well as helping them perform at their best both physically and mentally. Vital Lifestyle Water is a highly specialised formula delivering true function with hints of exotic fruit flavours providing nutrients consumers need more of in their busy lives. Vital achieves this and also remains low in calories, all
natural and naturally sweetened with the revolutionary Fruit Up. For example, ‘IQ’ helps with alertness and concentration and claims to aid in nerve transmission which may help support memory via L-tyrosine and choline and ginkgo biloba; ‘Defense’ is designed to benefit heart function and generally help the immune system fight infection through the inclusion of key ingredients astragalus, L-theanine and zinc; and finally ‘Control’ which gives metabolism a boost through its weight control formula that includes chromium to up the metabolic rate and boost energy, citramax as an appetite suppressant and L-carnitine to reduce fat stores.
pressure. Hypertension is a huge problem in the UK, affecting one in three of the adult population, and can lead to increased risk of heart attack, stroke, kidney disease and dementia.
It also has anti-inflammatory properties that help reduce the size of existing blemishes. Already well known in the US as a dietary supplement, this is the first time that Praventin has been incorporated into a food or drink product.
Works With Water launched Beauty in April 2008, thought to be the UK’s first spring water containing ingredients clinically proven to reduce acne. With its stylish bottle and innovative ingredients, Beauty has secured listings at both Morrisons and Tesco and become one of the industry’s most talked about new products. Developed in partnership with DKSH Great Britain, Beauty contains aloe vera, known for its soothing properties, and the anti-acne ingredient Praventin. Praventin is a bioactive protein rich in lactoferrin that supports the complexion by reducing the development of Propionibacterium which are responsible for causing acne.
Additionally, Works With Water claims that 120/80 is the UK’s first spring water developed to address the growing problem of high blood pressure. A hugely successful first year has seen 120/80 secure listings in both Tesco and Morrisons stores and develop a loyal customer base of individuals drinking the water every day. Developed alongside DKSH Great Britain, 120/80 is currently the UK’s only food or drink product to contain dairy peptides which are proven to help control elevated blood pressure in more than 20 clinical studies. Works With Water also conducted its own research into 120/80 with 69 individuals with hypertension of which 89% reported a reduction in blood
Beauty from Works with Water
Childlike drawing and irreverent tag lines feature on the unique Y Water bottle. Targeted at children, the water and the bottles are designed to appeal to children’s inquisitive minds and growing bodies. For example, on the bottle of Y Bone water there is a skeleton and the line “because you don’t want your skeleton walking out on you.” Y Muscle water has an octopus in high boots and encourages kids to drink it “because you never know who’s going to challenge you to a wrestling match.” Furthermore, the fully recyclable PET bottle is multi-functional in that children can stick bottles together in Lego-like constructions via biodegradable rubber ‘Y Knot’ connectors. The certified organic drink is available in four varieties, each with a flavour mix composed of ingredients that target different areas of the body: bones, muscles, the brain and the immune system. Finalists in the Best enhanced water concept category are (in no particular order): Coca-Cola Hellenic’s Avra Herbal range; owater’s infused owater; Unicer’s Vitalis Smart; and Nestlé Fitness.
From left to right: Studena Go!; Formus Luso; Vitalis Smart; Vital Lifestyle Water; Works with Water’s 120/80; and Y Water
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WATER AWARDS 25
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Best children’s concept
purchase by households month after month.
According to Balance Water Company, Balance Water for Children is enhanced with four flower essences which have been especially selected to help calm, settle and focus youngsters without removing their energy. The kids variant is enhanced with Black-Eyed Susan (which it is claimed helps with focus and concentration and channelling of energy); Crowea (which has calming qualities); Bush Fuchsia (to balance the right-left hemispheres between being creative and analytic during the course of the day); and Paw-Paw (to help prevent feeling overwhelmed and also help with digestion). Beyond the health claims, the colourful label for the kids water is packaged in a smaller 40cl PET bottle and has labelling which is clearly distinguishable as something for children, compared to other bottles in the range.
Gerolsteiner Brunnen had no sponsorship relating to soccer. Accordingly, the question was how to compete with rivals in the run up to the UEFA European Football Championships. The firm focused on creating an innovative soft drink for the youngest fans of football aged under 16 years which combines sport-affinity, healthy nutrition and satisfying one’s thirst. The product launch in May 2008 was just in time for the soccer tournament. In order to generate awareness and popularity for the drinks, Gerolsteiner’s acquired rights to use the trademark and logo of the LIMA Award 2007 winner Die Wilden Kerle (which translates as ‘wild guys’). Die Wilden Kerle is based on a real existing football team of young German boys and girls. Their stories about playing football and friendship were first published in a book and later made into a highly successful movie franchise in Germany.
bot is an innovative children’s drink developed by Cricket and Brian Allen. The parents of twin daughters, they were concerned about juices made for children containing unhealthy amounts of sugar. bot is a response to schools and parents planning to eliminate high sugar beverages from kids diets. With 9g of sugar, bot contains 75% less sugar than most juice drinks in the US as well as fructose-heavy sodas. Better still, the drink is a child-appealing way to keep kids hydrated and is still fortified
with vitamins B3, B5, B6 and B12 - essential nutrients for kids’ health and growth. The beverage is available in four flavours: grape, berry, orange and lemon. The friendly characters on the packs are berrybot, orangebot, grapebot and lemonbot. A trip to the product website shows that the little critter creations have impish adventures in bot-land.
Capri-Sun from Deutshe SiSiWerke has developed Roarin’ Waters, a fruit flavoured water beverage designed just for kids. This launch was in response to the growing trend toward water consumption amongst children. It simultaneously addressed children’s biggest complaint about water, it’s lack of taste. Both parents and youngsters have responded extremely well to the introduction of Roarin’ Waters, making it the leading water beverage amongst products in sizes of 12oz or less. Since its launch, Roarin’ Waters has continued to grow and has maintained its place as a repeat
Jupik Aqua from Hoop was introduced to the Polish market in April 2008 as the first flavoured kids’ brand water. To help encourage proper hydration amoung children, Jupik Aqua launched in three markets: Poland, Czech Republic and Slovakia. Jupik Aqua is sold in a 50cl sleeved bottle with a special cap containing a membrane that prevents water leaking even if
the bottle is open and turned upside down. The product is available in three flavours: lemon, strawberry and apple, it does not contain any artificial flavours, sweeteners or colours. This product is supported by the concept of the Jupik Team with its four childrens’ heroes: Jupik, Camelia, Reset and Walker, who have many amazing adventures that can be watched on the first children’s water brand internet series screened via Jupik.com. In spring 2008, UK based Iceni Waters unveiled its latest recruit tasked with promoting the benefits of drinking mineral water to children: Shaun the Sheep. The company joined forces with Aardman (famed for its Wallace and Gromit animated movies) to create special ‘Shaun the Sheep’ 33cl sports cap bottles to target the lucrative ‘lunchbox market’. Aardman produced a number of quirky water related images of Shaun the Sheep wearing a diving mask and snorkel outfit, which appear on both the bottle labels and the shrink wrap packs. The firm wanted a personality that was truly English and wholesome to resonate with Iceni: a natural mineral water of provenance and Shaun fits the bill perfectly. Moreover, Shaun the Sheep has extremely wide appeal. It’s not just children who watch his TV show, Shaun appeals across all age spectrums and this is reflected in the scope of licensing agreements signed by Aardman.
From left to right: Balance Water for kids; bot beverages; Roarin’ Waters; Gerolsteiner’s Die Wilden Kerle; and Jupik Aqua
26 WATER AWARDS
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Y Water The kid’s version of Lindoya Verão water is a pioneer in the Brazilian market. Refreshing and light, the product is intended to make the habit of drinking water, fun as well as tasty and healthy. With an attractive pack, the bright colours are eye catching while the small size is practical for easy portability with small hands. The product is packaged with a Thumb-up cap (Bericap). Nearly half of the kid’s beverage market is taken up with beverages laden with sugar and full of artificial ingredients. With obesity issues rising all around the world, it is necessary to educate kids to healthier habits. Hydration is the foundation for a healthy life, hence it is the first habit to give to kids. But water might appear a little bit boring to some. This is the reason why, Nestlé Waters, the world leading bottled water brand has launched a specific bottle dedicated to kids under its Nestlé brand. The objective is to make hydration fun – and to encourage kids to drink more water. This product is available in an attractive playful packaging: a round-shaped 33cl bottle with
a label using the ‘Looney Tunes Active’ characters. The cartoon characters are one of the most famous franchises among kids worldwide. They promote a healthier lifestyle, participation in sports and action in the fight against obesity. Y Water founder Thomas Arndt has created a low calorie, organic beverage that is a thirst quencher and also has health benefits or functionality, all in a child friendly package. Everything about Y Water is designed to appeal to children, from the reusable packaging, funny labels and four different flavours that target muscles, bones, brain and immune system. The labels have amusing cartoon drawings such as the Y Muscle water octopus in high boots that encourages kids to drink it “because you never know who’s going to challenge you to a wrestling match.” The Fusionproject team devised the Y Water’s intertwined name and bottle based on the concept of a stable, symmetrical bottle that incorporates a sense of play and learning. The 100% recyclable bottles can be used to make Lego-like constructions via biodegradable rubber ‘Y Knot’ connectors. Finalists in the Best children’s concept category are (in no particular order): Y Water; Hoop Polska’s Jupik Aqua range; and Iceni Water’s Shaun the Sheep connection.
From left to right: Iceni Water; the kids version of Lindoya Verão; and Nestlé’s Looney Tunes Active water drink
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Best newcomer brand or business Another Bloody Water, an Australian firm that has produced an eponymous bottled water that isn’t afraid to divide opinion with a brand name trading on antipathy towards the number of different products available to consumers. Love it or hate it, one can’t help but admire the cheeky creativity behind the product and its stylish packaging. Along with business partners Didi Lo and Jay Dillon, Michael Derepas is responsible for manufacturing the bottled water brand and has poured all his life savings into the project. The premium spring water is available in a 60cl bottle at select East Coast cafés, bars, health stores and convenience stores across Australia. Australian producer Balance Water Company (BWC) has released a line of functional, non-flavoured spring waters with homeopathic flower essences. The Balance water range includes variants for the mind, for women, for travelling, and for children. Each drink contains a specific flower infusion for its targeted audience or function. The waters are packaged in highly attractive 50cl and 1 litre PET bottles. The Balance Water for Children is available in a 40cl bottle.
The launch of Isklar is the result of long-term planning and investment in a groundbreaking business model. The brand was created to fill the gap of ‘everyday premium’ water. The company’s operational plan is built around minimising its environmental footprint, using a whole range of methods to achieve this: hydro-electricity, piggybacking existing shipping routes, converting disused buildings, and investing in a modern plastic recycling plant. Working with Innovation Norway and Sidel, the business built an advanced line capable of producing Isklar’s distinctive bottle shape and label configuration at high speeds. Support by Blue Marlin Brand Design. Launched in January 2008, ganicwater has managed to achieve presence in most of the important European markets within a short period of time. With customers like Colette (Paris), Luisa Via Roma (Florence), Restaurante Klein (Barcelona), Quartier 206 (Berlin) and Daylesford Organic (London), the company has achieved an important goal: to build a brand, that forms a solid basis for longterm product success. Ganic Consumer Products maintains it
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has focused on the quality of its sales partners, not on the volume they are able to sell. Even more astonishing, may be the fact that within the founding team there is no water or beverage expert. The business management team are proud about what the business has achieved so far and is looking forward to taking on future challenges.
by Boudicca in 60AD, Iceni Water is bottled at source in Duxford, Cambridgeshire at a £11 million (€13.8 million) purpose built bottling plant, the most technically advanced plant of its kind in Europe. Positioned as ‘truly English’, Iceni offers a real alternative to imported water that can incur substantial food miles during distribution.
Jupik Aqua was introduced to the Polish market in April 2008 as the first flavoured kids’ water brand. Children don’t always feel like drinking water. Jupik Aqua from Hoop promotes hydration among children and it has been launched in three markets: Poland, the Czech Republic and Slovakia. Jupik Aqua is sold in 50cl sleeved bottles with a special cap using a membrane that prevents water leaking even if the bottle is open and turned upside down. The product is available in three flavours: lemon, strawberry and apple. It does not contain any artificial flavours, sweeteners or colours.
For Iskilde, the design brief was straightforward: to create a bottle water that is discreet, elegant and functional. Designer Jesper Mathiesen is credited with the simple and classical Scandinavian bottle design. Iskilde wears the reputation as a gourmet product quite comfortably. While the long narrow neck looks sleek and sophisticated, it also minimises the water’s exposure to the air over the bottle once it has been opened. Iskilde is available in 50cl and 1 litre clear glass bottles and is sold in still and sparkling formats.
Launched in March 2008, Iceni Water is a new English natural mineral water drawn from a chalk aquifer lying deep beneath the South Cambridgeshire countryside. Named after the famous East Anglian tribe ruled
iT-iS Water isn’t your usual bottled water. iT-iS Water is the brainchild of Austrian entrepreneur Ui Kerbl, who centres his business activities on a range of brut organic sparkling wine cocktails in cans with innovative eye-catching designs.
From left to right: Another Bloody Water; Balance Water Company’s water range; Isklar; ganicwater; and Jupik Aqua
28 WATER AWARDS
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Nayl D’Souza, Editor, water innovation
Sponsored by
“water innovation raised the bar higher than before in the search for the best newcomer in the industry”
The contemporary design for its über-artistic bottled water packaging is equally impressive. Unsurprisingly, the bottled water is aimed at modern hotels, restaurants and bars, as well as food service at art galleries. The water is available in two variants: iT iS daywater (white bottle) and iT iS nightwater (black bottle). The company doesn’t market the water as having any functional benefits but Mr Kerbl has added miniscule drops of ingredients to offer a level of mysticism, a delicate taste difference and the possibility of the beverage having more health benefits than hydration. These ingredients include silicon, rye, millet, spelt, oats and barley. UK based Just Drinking Water has visibly differentiated its mineral water brand Aquapax from other bottled waters. Using an innovative octagonal shaped Tetra prisma carton made from mainly renewable elements (paper) Aquapax has also
extended its brand with selective co-branding initiatives. Aquapax has subsequently established extensive distribution throughout the UK and Ireland, primarily in the independent and independent minded retail sector. The company’s first international foray saw it win a Qatrah award from the Arab Beverages Association, as Best Bottled Water of 2008. Custom designed by Italian visionairies with one foot in a Roman science laboratory and another along the runways of Venice, Mist’s container may be the only thing more distinctive than its taste. The sleek, confident casing is bold and sexy. Simply put, the bottle is a work of art that may be kept long after the last drop has been enjoyed. One of the most interesting brands to emerge in recent years is Eternal, coming from a pristine environment located on the Hauraki Plains in the central North Island of New Zealand. The business behind the brand is Mead International and its associate production partner company Paeroa Bottling. Together they have been exporting Eternal to the United States and sales have been growing year on year. The business claims Eternity is one of the top ten imported bottled waters sold in the US.
Mead International Managing Director Warwick Mortimer has reportedly hinted that ambitious expansion plans are afoot. The product already receives strong support domestically, in Australia and Canada. New York Spring Water Inc taps water which passes directly from the spring through three separate filtration systems, is then ozonated - before being exposed to an ultra violet light to destroy any possible bacteria then put straight into the bottle, all in less than 30 seconds. The company’s quality control system checks and analyses each stage of the process every three hours to ensure that its product is safe and pure. Although New York City’s municipal drinking water originates from the same area, New York Spring Water offers a major advantage over municipal water as it is not chemically treated. Portugal’s Sociedade Central de Cervejas e Bebidas (SCC) launched a new product under its Luso brand at the beginning of the year, called Ritmo Luso, which aims to regulate intestinal transit and promote ‘daily rhythm’. The near water consists of 97.2% of the company’s Luso branded mineral water and 12.5g of Fiber-Regulax II, a compound of natural fibres developed by SCC’s own
From left to right: Iceni Waters; Iskilde; iT iS Water; Aquapax; Mist; Eternal; NewYork Springs; and Formus Luso
www.foodbev.com/water Wiesbaden, September 2008
SWISSeau Research and Development team. The fibres help relieve constipation, a condition from which more than 20% of Europeans suffer, according to the company. Each 50cl bottle represents approximately 50% of the recommended daily amount (RDA) of fibre. The drink’s efficancy has been scientifically substantiated in a study of more than 700 people, and the company guarantees results after just seven days of consumption. Supported by an investment of €7 million including a marketing campaign, which was launched in January, the drink is available in three variants: lemon, cereal and kiwi. SWISSeau is an exclusive bottled water brand available in the finest hotels and restaurants, spas and health clubs in Asia and around the world. China was chosen as the first market to introduce SWISSeau due to the country’s burgeoning growth, increasing commercialisation and growing consumer demand. The company also believes that the product can tap into consumers’ Swiss dreams through its pure tasting water, bottled at source in Switzerland, and its low mineral content and neutral pH value. The bottle and label were specially designed to be simple, modern and easily recognisable as Swiss to appeal to target consumers: sophisticated women aged 20 to 60 years old. The SWISSeau brand and packaging takes advantage of the Swiss brand value and name recognition established overseas.
WATER AWARDS 29
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Best newcomer, brand or business
this water from innocent was launched in summer 2007 to provide a clear postioning for its simple blend of pure squeezed juices, crushed fruit and natural spring water, which had previously been marketed under the innocent brand. The objective was to deliver on the growing demand for a naturally refreshing drink that also looked and tasted delicious. The range has a totally natural ingredient deck, using real fruit (not concentrates) and has no preservatives, additives or artificial sweeteners. This makes it a unique offering in the market. this water’s all natural focus is also reflected in the simple, clean look of its packaging which provides excellent shelf stand out. Distribution has increased more than threefold and the company expects sales will more than double in 2008 with estimated retail sales of over €24 million. Plans for 2009 include launching some new recipes and entering exciting new channels.
Panama Blue from Panama Springs is natural spring water that comes from a natural acquifier and is bottled at the source. The plant is located 3000ft above sea level, bordering the protected Chagres River National Park, in the Panamanian rainforest. The company’s bottling facility has been built right inside the rainforest, collecting water that has been filtered through volcanic rocks. The remote location means that the water has not been contaminated and maintains all its natural components. The company is committed to protecting the rainforest and producing a quality product. As proof of this commitment, it has obtained a host of certificates, including: ISO 14001 ISO 9001, HACCP, NSF, FDA, Kosher and GMP certifications. Panama Blue expects to be available in more than 600 locations across the US by the end of 2008. Panama Blue water has a pH value of 7 and a TDS of 85. It contains no sodium, and has good silica contents, clear transparent colour and a sweet taste. Vitalis Skin from Unicer is a new brand extension, which enhances Vitalis mineral water ingredients benefiting the skin. The drink enters the cosmeceutical market as 200ml spray containing natural mineral Vitalis water.
Best newcomer brand or business category sponsored by
Vitalis is naturally rich in silicon, the second most common element next to oxygen. The mineral is essential for the manufacturing of collagen and connective tissue function and repair. As a spray that cannot only refresh the skin on hot days, the silicon content promotes healthy skin by stimulating collagen production and providing hydration. Vitalis claims that the spray system is eco-friendly. Walnut Grove spring water is a premium product which has been bottled by Duane and Leslie Smith on the land of their home in Indiana. The couple aims to run a socially and environmentally responsible business. Indiana residents Duane and Leslie Smith began bottling their natural spring water after eight years of surveying and testing the water to ensure its safety and quality. Walnut Grove is run with key considerations to environmental and social responsibilities. Besides ensuring good staff morale, Duane and Leslie Smith donate 1% of all proceeds to Farm Aid, a charity that helps keep farmers working the land. According to the company’s owners, the main philosophy is to run a business that is harmonious with nature and
people. The 75cl 100% recyclable glass wine shaped bottle is also made with 25% recycled glass and can be reused by consumers. With the tagline ‘What’s your cool?’, US based Watermark Innovations has pioneered what it claims to be a new cool water category – a water that is delicious with a cool taste sensation. Patti Ann Kelly of Watermark Innovations commented: “PureCool is ‘cool’ from a social and cultural perspective it is fun, edgy and deliciously cool tasting. Pure Cool goes beyond flavoured water as the category exists today.” The brand was first launched at the Fancy Food Show in New York and has since received widespread retail support including Acme supermarkets in four states, Jewel supermarkets in Chicago and Wild by Nature stores on New York’s Long Island as well as listings with Whole Foods, Trader Joe’s and other natural and gourmet food stores. Works With Water, launched in 2006, was the UK’s first spring water brand to offer clinically proven benefits for health. Created by Jules Birch, a former marketing director with more than 20 years experience in the confectionery, pharmaceutical and nutritional sectors, the range was developed with the simple
From left to right: innocent’s this water; Panama Blue; Unicer’s Vitalis Skin spray; Walnut Grove’s spring water; Pure Cool from Watermark Innovations; Works with Water’s Beauty; and Y Water
30 WATER AWARDS
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Sponsored by
Best marketing campaign
aim of creating spring waters that delivered lasting health benefits. Despite many other functional waters launching in the market, Works With Water remains the UK’s only brand to provide clinical evidence for the health claims made by its products. The range now includes 120/80, containing dairy peptides which are proven to help lower blood pressure, and Beauty, the first spring water to contain ingredients proven to reduce acne. With their innovative ingredients and stylish packaging, both spring waters have secured listings at Tesco and Morrisons stores as well as press interest from around the globe. Y Water Founder Thomas Arndt came up with the idea of a drink aimed at children two years ago when he unable to find anything in his local shops that he wanted his own children to drink. His idea was to create a low calorie, organic beverage that would be a thirst quencher and also have health benefits or functionality, all in a child friendly package. Everything about Y Water is designed to appeal to youngsters, from the reusable packaging, funny labels and four different flavours that target muscles, bones, brain and immune system. The labels have amusing cartoon drawings such as the Y Muscle water octopus in high boots that encourages kids to drink it “because you never know who’s going to challenge you to a wrestling match.” Finalists in the Best newcomer category are (in no particular order): Isklar; Balance Water Company; Y Water; and Iceni Waters.
www.foodbev.com/water Wiesbaden, September 2008
Bottled water producer Aqua d’or is one of the leading natural mineral water brands in Denmark. To keep ahead of the competition and compete with traditional ideas, they came up with an innovative concept of placing the brand in a new context by creating a contest. Aqua d’or put itself on the side of the average woman, with the tag line of ‘Natural beauty. Bottled’ versus fake beauty ideals, and launched the search for Miss Aquadorable - the most natural beauty in Denmark. Starting with a very successful internet platform (pre-selecting 50 participants out of 7.000 profiles for three TV shows) and ending in the unique final show ‘crowning’ Miss Aquadorable. The campaign culminated in two TV spots, both showing how genuine, natural beauty can compete with and outstrip, fake beauty standards. The Isklar brand takes it cues from nature and is built around its glacial Norwegian provenance - dazzling, unexpected and breathtaking. Its marketing campaign, like the stunning PET bottle is distinctive, with a soothing, relaxing and twinkly
Aqua d’or
dreamlike score by Norwegian composer Jan Garbarek. The longer TV spot starts with a close up of sparkling ice crystals, the camera then moves onto a glacial ice block that dazzles with mystical light, from which emerges a bejewelled Ice Woman who encapsulates the life of Isklar. Once born, she breaks free and dazzles briefly like the sparkling glacier from which she originated, to gracefully and elegantly dance her way around the icy, almost lunar, landscape. Support by Blue Marlin Brand Design. The marketing campaign for Britvic’s drench focuses on establishing the brand, generating awareness among consumers and persuading existing bottled water consumers to add drench to their water repertoire. The communications platform was built around the theme of ‘mental hydration’. CHI & Partners developed an ad campaign featuring TV Thunderbirds puppet character Brains, together with choreography and memorable music to dramatise the mental hydration message: ‘Your brain is 75% water, keep it drenched’.
Isklar
Frank PR amplified this message with a digital seeding strategy to generate widespread talkability and build anticipation ahead of the ad’s launch. The website - www.staydrenched.co.uk fostered consumer interaction. 1 July 2008 saw the official launch of Deep RiverRock’s New Summer 2008 ‘Festival’ Campaign and in particular, its first ever on pack offer. The marketing campaign from Coca-Cola Bottlers Ireland aims to communicate the on pack promotion and ‘Pure Festival’ message. A music festival theme was used to promote Deep RiverRock because music is a major touch point for 18-34 year olds. Many say that music is an important part of their lives, like to listen to new bands, frequent pop/rock concerts, download music and own an MP3 player (including an iPod). The promotion centred on the campaign promise that 80GB iPods and festival kits were to be won every hour. The simple entry mechanism was both via SMS and Web. Besides a significant promotional message on-pack and impactful store displays creating noise and shelf stand out, a heavyweight integrated
Britvic - drench
WATER AWARDS 31
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Best marketing campaign
The Deep RiverRock on pack giveaway promotion media campaign was developed including a ‘Festival’ 30 second TV advertisement was aired and radio, online, PR and consumer and trade press ads were activated. When introducing ViO into the trade, Coca-Cola Germany wanted to break the standards within still water communication. No images of nature, no claim about the healthiness of still water and no fashionable setting. The brand’s marketing drive has been boosted by a robust screen advertising campaign with a TV
Coca-Cola Bottlers Ireland
32 WATER AWARDS
spot looking at how the brand is associated with affection and friendship as well as the originality of the brand. The ViO screen marketing campaign shows an ordinary home with an ordinary teenager but with an extraordinary goldfish: Oskar. Oskar eyes a bottle of ViO next to the boy and bashes against his goldfish bowl in an attempt to move closer to the bottle. The boy notices the fish’s antics and pours some of the bottled water into the goldfish bowl. The ad cuts to a close up of the brand and the positioning statement “Kenner Trinken ViO” (Connoisseurs drink ViO). After drinking the water, Oskar shows his approval with an endearing sigh. A TV spot with charm. Coca-Cola Beverages Austria has developed an eye-catching screen marketing campaign for Römerquelle which conveys sensuality, culinary pleasure and indulgence. The current TV spot ‘Summer’ takes up the well-known Römerquelle triangle relationship, this being shown from a new angle and being staged with suspense and humour. The consumer becomes part of the exciting brand experience trip. The opening
Coca-Cola Germany - ViO
of the Römerquelle bottle releases a sensory explosion. The storyline of the ad derives from an everyday situation. The communication objective is to recharge the brand Römerquelle. The Römerquelle claim ‘Stimulates the senses’ is literally transposed through fast moving sequences which shuffle between hot and cold sensations. Coca-Cola Hellenic in Greece has created a range of products under the name Avra Herbal, targeting Greek men and women over 25 years old who want nourishment for their mind and their body, dedicate time for themselves and are open minded, active and cultured. The flavours of Avra Herbal, enriched with the beneficial components of herbs, are intended to help people cope with the intense rhythms of everyday routines, in an easy, natural and refreshing way. The communication of the Avra Herbal concept is realised via a TV spot, print and an outdoor campaign, created by the internationally renowned Director Karina Taira, who impresses us with a unique and creative concept. Naturally inspired by the beneficial attributes of water, this is an
Coca-Cola Beverages Austria
innovative and high quality campaign, which build awareness of the new product range, with the dominant presence of water through a sensual and Zen approach. Coca-Cola Hellenic’s bottled water brand Avra has built on its communication strategy for 2008 with the sustainability concept ‘It’s so easy being Green’ in order to assist the
Coca-Cola Hellenic Greece (1)
Coca-Cola Hellenic Greece (2)
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global need for environmental responsibility. Avra aims at awakening consumers to the need for acting responsibly, through daily and simple actions. The new integrated communication campaign, under the key message includes four TV spots and print insertions, as well as POS material and ‘Below the Line’ activation. Each TV spot communicates a specific simple action, which can help in the saving of water and light and also promotes recycling and protection of nature in our surroundings. Two of the 12 second short TV spots show multiple droplets of fresh water dripping onto leaves, while the other two spots show a large droplet of water slowly rolling down and falling from either a vibrantly coloured petal or a large leaf. All ending with the key message: ‘It’s so easy being Green.’ At the centre of the Bonaqa Fresh & Spice campaign, from Coca-Cola Services, is an attention-grabbing and provocative TV spot which, like its target group, is bursting with fresh thinking and is not afraid of breaking with convention. After showing a young woman
Coca-Cola Services - Bonaqa
www.foodbev.com/water Wiesbaden, September 2008
drinking Bonaqa Fresh & Spice and indicating pure refreshment while she gulps, something surprising then happens, the woman suddenly burps and a little Mexican flies out of her mouth; complete with sombrero and a bullet sash-belt made of chillies. Pure refreshment. He’s holding a rose so symbolises not only the taste of chilli, but also the surprising and pleasantly spicy flavour experience. The impact has been phenomenal with more than 600 million contacts generated from a 15 second TV spot. Sales went up by 130% during the May to early June broadcast period and 3 million bottles were sold after just four months in stores following the launch. Eaux Vives Water’s simple and straightforward campaign for Eska aims to cut through any clutter and misinformation, to provide factual information about water. The TV spot, like the print campaign, is shot in black and white, and features just a natural looking, beautiful woman, shot from the waist up (like the other printed images of people) talking and asking us to think about water. We then switch to a static image of a
Eaux Vives Water - Eska
bottle of Eska, with a glass and a couple of smooth dark pebbles, in colour on a white background, with the positioning statement ‘Pensez plus eau’ (think more about water). The second TV spot shows the bottle of Eska, glass and pebbles in the same position and the following sentences appear and fade out on screen: ‘Not ozonated.’ ‘Not chlorinated.’ ‘Not anything-ated’ ’eska.’ ‘The source matters.’ The campaign’s attitude and style reflect the values of the brand - to be truthful, to provoke debate, to enlighten and to act in a progressive, positive and educational manner. Until recently the bottled water market in Israel included only natural mineral water brands, and one brand of flavoured water. The launch of Eden Active introduced a new category to customers in Israel: functional water, with the promise of long lasting energy. The campaign from Eden Springs Israel includes two elements: 1. Communicating the advantage of the product and the effect of long-lasting energy; 2. Establishing the communication language of the brand: the Eden Springs
Eden Springs Israel (1)
‘Sloshing Body’ - symbolising the fact that more than 70% of the body is water). The TV spot was designed to appeal to a young adult audience who lead a full, urban life, in addition to a healthy and athletic lifestyle. So sticking with the main Eden Springs Israel theme, Eden Active‘s creative solution creates a synergy between the two elements and embraces the concept of the sloshing water body sound with energy and enthusiasm. Eden Springs Israel is one of the leading natural mineral water brands in Israel, however, when choosing a water consumers can often be swayed by other factors, so Eden Springs wanted to make the customer think about and understand that there is more than price and design to consider when making the decision of which water to choose. In order to strengthen the superiority of the Eden brand in Israel, a strategic manoeuvre was made to prove the importance that water has at one hand, and choosing the right water for you, on the other. The central message of the campaign is based on the fact that 70% of the body consists of water.
Eden Springs Israel (2)
WATER AWARDS 33
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Best marketing campaign The creative element centres on the sloshing sound of water as people move around. Gerolsteiner came up with a unique, never seen before marketing concept: for the first time in the history of advertising a company has produced and aired TV commercials on the same day. The campaign’s targets were to charge the Gerolsteiner brand with emotions, develop sympathy and generate high awareness for the brand in the relevant market. The starting point for Gerolsteiner’s innovative ‘realtime’ campaign was the Tour de France. An advert was made and aired on every single day of the Tour de France over a period of three weeks. The ‘real-time’ spots gave the audience the opportunity to view scenes from the popular and famous sporting event before they were seen in the main evening news in Germany. Using benefits of the long-term sponsorship of the Gerolsteiner cycling team, the Tour’s emotional intensity is evident.
Highland Spring (1)
Gerolsteiner
34 WATER AWARDS
Highland Spring has sponsored tennis champion Andy Murray since January 2007. Following
Highland Spring (2)
his entry into the World’s top ten early in 2008, the time was right to leverage this association to help position Highland Spring as the water of choice in sport. The campaign kicked off in May this year with Highland Spring teaming up games giant Nintendo with Andy Murray, to launch an exciting new on-pack promotion - ‘Go Wiild’. Consumers had the chance to win Nintendo Wii games consoles, as well as the opportunity to join Andy for a Nintendo Wii tennis match at the National Tennis Centre in Roehampton. The promotion featured on the majority of Highland Spring’s retail packs from May 2008. Just following this, a UK advertising campaign was launched in support of both Andy and his brother Jamie, at Wimbledon 2008. As a leading Scottish brand, proud of its natural assets, Highland Spring feels a strong affinity with the Murray brothers. In Summer 2008, Highland Spring and VisitScotland joined forces for the sixth consecutive year to promote Scotland and the finest it has to offer in a fully integrated campaign featuring outdoor, on-pack, online, PR, and
Highland Spring (3)
sampling activity. The campaign’s objective was two-fold: increase awareness and sales volumes of Highland Spring, and generate registrations/online visits for VisitScotland. The strategy was to maximise the spend by focusing the activity on a regional basis. London was identified as a key region for VisitScotland opportunities, and, as the most popular region for bottled water, a key target for Highland Spring. Focusing the advertising on the overground and underground rail networks further concentrated the campaign’s exposure. The on pack promotion will ultimately appear on over 14 million bottles. Every drop of Highland Spring falls on protected land. Highland Spring were the first bottled water in the UK to have their land certified organic by the Soil Association, and this land is kept completely free from pesticides and pollution, so the water that filters through it is as pure as can be. The ‘protected land’ marketing campaign conveys this message to us by showing a meadowland teeming with natural life: from bees to butterflies and gently swaying grasses, to fresh water rushing
Masafi
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over rocks. All set to the gentle background soundtrack of natural noise and even some unthreatening thunder to remind us that the rain is falling on organic land: ‘Highland Spring land: the Ochil Hills in Scotland: protected, untouched, unspoiled. Refreshing isn’t it? Drawn from protected, organic land. Reassuringly pure.’ Masafi’s flavoured water product line was a natural and logical step forward from Masafi’s flagship mineral water brand which enjoys immense brand equity. The ensuing brand extension campaign was executed and aligned to ensure maximum product visibility and availability. The campaign involved print ads in dailies, magazines, liberal use of outdoor and editorial content. Further, Masafi Trucks were branded with the key visual of the flavoured water campaign as well as on pack and in pack communication via Masafi’s parent water brand. In-Store visibility was achieved by innovative POS material such as bespoke chiller stickers. Masafi’s PR partners also supported the campaign. As a result, it achieved a 31.4% market share
Nestlé Waters - Nestlé Fitness
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in the supermarket channel by August 2007, according to ACNielsen. Nestlé launched a 360° marketing attack for Nestlé Fitness using media and print, in-store animation, couponing on the back of Fitness cereal packets, a summer beach tour tied in with downtown guerrilla marketing and exposure at the Rimini Wellness Fair. The TV spot shows a pretty young woman bouncing down some apartment stairs, as if setting out for the day, while slipping a bottle of Nestle Fitness into her handbag. As she walks down the street, it is as if the shop window itself is admiring her reflection as the words ‘you’re wonderful’ appear and catch her attention as she glances up while window shopping. This is a fun TV spot that reflects the idea behind Nestlé Fitness. Exciting shelf pop materials, extra displays and in-store promotions were also created. Samples of Nestlé Fitness were handed out on the street by the Fitness Team. Aqualand is the first global marketing campaign for the Nestlé brands of water as it covers Italy, China and Mexico. The objective of this
Nestlé Waters - Aqualand
marketing campaign was to boost spontaneous recognition of the Nestlé brands of water and to increase sales. Since 2007, Nestlé brands of water worldwide - Nestlé Aquarel in Europe, Nestlé Vera in Italy and Nestlé Pure Life in the rest of the world - share the same brand essence: Healthy Family Hydration. Drinking water is the healthiest way to hydrate: and the Nestlé brands of water can give nutrition-conscious mothers the confidence that they are providing their family with Healthy Hydration everyday. The TV campaign reveals a journey through the human body, a family’s journey in a dreamlike world, which embodies the benefits of Family Hydration. Several versions of the film have been produced to respect particular regional specifics with the first broadcast on Italian television in August 2007. Buxton Water, the brand produced by Nestlé Waters UK & Ireland, has launched two new 20 second TV spots. The new ads, Buxton’s first TV creative since 2004, will be on TV and in cinemas over the summer, with the campaign commencing mid May. The idea
Nestlé Waters UK & Ireland
behind the campaign, entitled ‘A Drop of Pure Britain’, is to celebrate Britishness, in particular the distinctively British attitude of enjoying the summer whatever the weather. The action is seen through a droplet of Buxton water which acts as a lens focusing on quintessentially British scenes as it slides down the Buxton bottle. For example, the first ad features a day at the cricket while the second spot includes a day at the seaside. PepsiCo North America has aired an exclusive advertisement for SoBe Life Water during the televised broadcast of Super Bowl XLII. Kept under wraps until the sporting event was held on 3 February, the ‘Thrillicious’ ad features supermodel Naomi Campbell on a runway reviving Michael Jackson’s famous Thriller dance moves along with a group of zany computer-generated lizards. Advertising during the SuperBowl, the championship game of the National Football League (NFL), costs an estimated $100,000 per second. Advertisers were keen to make use of the 90 million viewers, the most watched annual TV broadcast in the US. The video was viewed online an
Pepsi-Cola North America
WATER AWARDS 35
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Best marketing campaign astounding 5 million times in just two weeks after its original broadcast and the YouTube community made Thrillicious its most viewed Super Bowl spot, with more than 1 million views alone. Ritmo Luso from SCC claims to provide consumers with an easier and tastier way to lose weight by drinking 1 litre of the flavoured fibre enhanced water. The product is firmly positioned as a weight loss product on the Portuguese market. The company has created an eyecatching campaign for the Formas Luso launch with a range of marketing activities used including TV advertising featuring consumer testimonials, print, POS, outdoor advertising and it was the main sponsor of the Elite Model Look Portugal 2008 event. The 15 second TV spot shows a lady in a studio and then an image of a stomach on screen that shows how it is filled by the product to reduce appetite. She shows us a bottle of the product and says: ”For those who are tired of dieting without any results. Formas Luso goes to shape the root of the problem . . . hunger.” Sitting outside, anther lady says: “It
Formas Luso from SCC
36 WATER AWARDS
helped me to reduce my appetite and eat far less. In fact, I’ve lost 4 kilos. The closing statement is “Luso. Find yours too.” Having initially chosen a well known Hungarian pop star called Zeda to be the promotional face of the Szentkiralyi brand, the company hunted for a new promotional ambassador who would represent everything that is important to the company: outstanding quality, reliability, worldwide respect and recognition as well as competitiveness. In the end, the board chose Luis Figo, the legend of the Portuguese ‘Golden generation’ as the new face of Szentkiralyi for 2008 to 2009. Filming took place in Szentkiralyi itself at the company’s plant. In order to ensure an undisturbed setting, the mineral water production was actually suspended for a short period in parts of the plant. The commercial was directed by Israeli Guy Nattiv who has received many international awards, including the Crystal Bear Award at the 2002 International Berlin Festival in the short film category. An outdoor poster campaign also features.
Szentkiralyi
Agua de Pedras from Unicer is a natural sparkling mineral water with a unique and constant composition, whose source lies in a Northeastern Portugal isolated plateau, free from any polluting influence. Its 100% natural gas and distinctive characteristics have turned it into the sparkling water reference and a Portuguese favourite throughout the years. The TV spot has a fairytale quality as when a group of friends at a table, in what appears to be an above average restaurant, need some water for the table, the waiter claps his hands and the doors open to reveal a plethora of cute baby animals including squirrels, rabbits, deer and badgers rolling out a carpet of grass, and carrying a tray of glasses and a bucket of ice before a regal and attractive wood nymph in the form of an ethereal lady dressed in a beautiful green satin dress and carrying a tray with a single bottle of Pedras.
to reconnect Valser’s target audience to its core brand truth in an emotionally engaging and relevant way in order to build loyalty and penetration. The campaign builds on the insight that many people do not feel comfortable with the increasing unpredictability and pace of change in today’s world. To these people, Valser serves as a reminder that great things take time and that there are no shortcuts to achieve excellence. The final result is communicated through an integrated marketing campaign entitled ‘Valser takes its time’. The campaign ‘hero’ is Valser’s unique two million year-old ‘factory’ - the Vals Mountains which take at least 25 years to produce Valser water. The campaign combines TV, advertorials, billboards and internet activation at valser.ch, which allows visitors to follow a water drop deep into the Vals.
Coca-Cola Switzerland’s Valser mineral water has been repositioned in a bid to strengthen its bond with Swiss consumers. The main communication strategy is
Finalists in the Best marketing category are: Highland Spring (Protected Land); Coca-Cola Hellenic in Austria (Römerquelle); Gerolsteiner’s ‘real time’ campaign; CocaCola Germany’s ViO campaign; PepsiCo’s Thrillicious campaign; and Eden Springs Israel.
Unicer - Agua de Pedras
Coca-Cola Switzerland - Valser
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Best ethical or humanitarian initiative UK based Calypso has joined forces with the world’s largest independent children’s charity Save the Children to launch the charity water brand Thirst Aid. Sales of the beverage will raise funds to provide clean drinking water in Ethiopia. Following the July launch of Thirst Aid in 33cl and 50cl bottles, Calypso aims to raise £55,000 within two years through UK sales. That money will fund an initiative in which Save the Children will work with the local community in Sayint district, 590km north of Ethiopia’s capital, Addis Ababa, where 40% of the population gets its water from unclean sources. The aim will be to create new springs and wells, protect existing ones and provide ongoing education on sanitation and good health practices. For several years, Eden Springs Israel has co-operated with the Variety foundation to raise contributions for Variety children. Through this initiative, Eden Springs Israel manufactures limited edition 50cl pink bottle. The entire income from the sales of these unique bottles goes directly as a donation to the Variety children. The pink bottles’ labels feature illustrations and drawings from the Variety children which portray their personal and inner world. These images also strengthen and highlight the product on the
shelf, as well as passing on the emotional message from the Variety children themselves. This year, the company sold over 150,000 pink bottles in less than two weeks, which resulted in a donation of around $250,000. Eden Springs Israel took upon itself to promote the importance of drinking water among children. The programme, supported by the Department of Education and the Department of Health, involved the company reaching out to pre-schools to teach children the importance of drinking water. The programme was named the ‘Six pack’ after the six glasses of water recommended daily, for children aged 3 to 6 years old. The campaign included numerous components distributed free to kindergartens across the nation. Full information regarding the programme is detailed on the company’s website, allowing preschool teachers to order the pack directly. Ethically, the programme wasn’t branded Eden. Fiji Water’s success is measured not only in profits, but also in the economic and social development benefits for the local community. Fiji Water comprises almost 20% of Fiji’s exports and is a major income source for this developing nation and a key opportunity for Fijians to participate in the global
Best ethical or humanitarian initiative category sponsored by
An example of teaching materials provided by Eden Springs economy. For example, Fiji Water exports pay for imported food staples that cannot be grown locally. Fiji is one of the highest paying employers in Fiji, with over 400 Fijian employees who comprise over 95% of the local workforce and include leadership roles. Jobs at Fiji Water are well paid and include health care. The company has also helped create hundreds of jobs at local suppliers. The firm has set up the Pacific Water for Life Trust which will bring water access to over 100 new communities throughout Fiji this year. philanthroH2O has partnered with Plan UK and Plan International, one of the world’s most notable and respected
From left to right: Caypso’s Thirst Aid, Eden Springs Israel’s Variety labels, Fiji Water, philanthroH20 and Give
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agencies. Founded over 70 years ago, Plan works in 49 developing countries and directly supports more than 1,500,000 children and their families, and indirectly supports an estimated further 9 million people who live in communities. The charity aims to break the cycle of child poverty throughout the world and to provide immediate sustenance in the form of clean water and nutritious food in the short term; and to provide a better life in the long-term. The brand will give $0.10 to child based causes throughout Africa, Asia and the Americas. philanthroh2o uses the motif: ‘A thirst for giving’. Ben Lewis, the young CEO of Pittsburgh based PurBlu Beverages, launched Give in August 2007. Give has already gained listings with Whole Foods Market stores throughout the Mid-Atlantic Region. Give drinkers can decide which cause to support by selecting any one of three different coloured bottles: Give Life is blue, for children in need; Give Hope is pink, for breast cancer research and prevention; Give Love is green, for environmental causes. A donation of $0.10 is made to charity with every bottle sold.
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Best ethical or humanitarian initiative
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with S.Pellegrino products while looking at the need to safeguard water for future generations around the world.
Bill Bruce, FoodBev Media
Acqua Panna was relaunched in Italy by Sanpellegrino Nestlé Waters Italia and its positioning was aligned with the enjoyment of food. The water was also given a fresh look with new labels and a slight increase in price. The marketing for the launch was done in conjunction with the highly esteemed Italian chef Carlo Cracco. In a series of television ads, Carlo Cracco offers his testimonial for serving Acqua Panna with good food. Acqua Panna, Carlo Cracco, all staff and Cracco’s father, who also features in the commercial, agreed to donate payment for making the advertisement to AMREF (African and Medical Research Foundation), a non-profit association and the main healthrelated organisation in Eastern Africa. The campaign proved to be the perfect mix of having a star of the culinary arts interact
“Evidently, the packaged water industry has begun to realise that it has to do more than just make money”
Spero Group’s Tumai Water is a US spring water brand which believes in creating sustainable development in impoverished areas through a holistic approach. The name Tumai translates to ‘hope’ in Swahili and the company employs the slogan ‘Need a Drink, Drink for a Need’, to help
achieve its purpose of providing hope and saving lives. Proceeds from the purchase of every bottle of Tumai goes towards creating sustainable development such as safe water, food, sewerage, shelter and education in impoverished areas in SubSaharan Africa. The company also contributes resources to likeminded organisations that need assistance to further their own goals. Initially, at least 15% of profits will be channelled directly to non-profit charities with additional donations depending on net profits. Finalists in the Best ethical initiative category are: Calypso (Thirst Aid); Spero Group (Tumai Water); Eden Springs (Variety Foundation); PhilanthroH20; PurBlu Beverages (Give); and Eden Springs (pre-school project).
Italian chef Carlo Cracco
Tumai Water
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Best environment or sustainability initiative Bericap takes the lead in light weighting plastic closures for still water with its new range of HexaLite screw closures. The HexaLite 29/25 closure at 1.4 g (or less) on new PET neck finish 29/25 at 2.4 g (or less) is replacing the 30/25 world standard for still water, generating resin savings of 2g (or more) per bottle and of 2,000 tonnes for one billion bottles produced, equivalent to almost €3 million cost reductions and allowing 10,000 to 15,000 tonnes reduction of CO2 emissions. HexaLite closures also integrate several of the key features that make Bericap closures impressive: an olive seal for better tightness; a slit and folded safety band (Flexband); the fact it is made of selected organoleptic plastic resins; and the comfort for consumers to open and to reseal the closure.
From the outset, Isklar wanted to have the smallest environmental footprint of any major water brand. This logic has filtered into every aspect of the business, say company officials. The bottling plant (a recycled wool mill) is situated on a fjord close to the 800-year-old source, and is powered by locally generated hydro-electricity. The bottles are shipped directly from the plant’s own quay, piggybacking an existing weekly consignment, allowing the business (with some offsetting) to achieve near carbon-neutral production and shipping. All this adds up to Isklar having one of the lowest emissions in the category. In addition to this carbon reduction objective, Isklar also has a plastic reduction policy. The faceted bottle is not only a beautiful design but it is also inherently lightweight, minimising raw material use.
Coca-Cola Beverages Austria’s Message in a Bottle campaign
Coca-Cola Hellenic reminded consumers about the environment
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From left to right: Bericap (crowning the bottle of Cristaline in France); Isklar; and Fiji Water Römerquelle, from Coca-Cola Beverages Austria, has always had very high standards in terms of efficient use of resources and waste management/ prevention. In April 2008, the Römerquelle 1.5 litre PET bottle was introduced in the Austrian market. The bottle is lightweight, ergonomic and has a fresh, light green colour. The launch campaign for the new bottle not only informed consumers about the new look but also raised awareness for the recycling of PET bottles. The campaign idea is: ‘Message in a Bottle’. Consumers could win a luxury holiday by placing a participation card, available in each Römerquelle 6-pack, in an empty Römerquelle PET bottle and disposing of it in one of many bottle collection points run by the Austrian collection system ARA (Altstoff Recycling Austria).
Coca-Cola Hellenic in Greece
Coca-Cola Hellenic in Greece has built on its communication strategy for 2008 under the environmental concept “It’s so easy being Green“ in order to assist the global need for environmental responsibility and motivate consumers to be environmentally conscious. The company’s Avra brand aims to awake in consumers the need for acting responsibly, through daily and simple actions. Using the renewal of their logo as a vehicle of communication and lending to this ‘a green dimension’, Avra initiated “an activation campaign for the contribution of everyone in the safeguarding of green in our country and the protection of the environment“. The key message: ‘It’s so easy being green’ indicates that the protection of the environment does not need complicated solutions but can be easily achieved with simple actions in our everyday life. The ‘Mission Water - Care for Water’ is a scheme focusing on raising awareness about water conservation for both employees and the public at large. Launched in November 2006 by Coca-Cola Hellenic in Greece and Coca-Cola Hellas, in partnership with the Global Water Partnership, it aims to
WATER AWARDS 39
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Best environment or sustainability initiative inform and engage internal and external stakeholders in sensible water consumption and conservation. In 2008, the programme launched a media campaign, a website – www. apostolinero.gr – distributed 110,000 leaflets with practical water saving tips at metro stations, central roads, beaches, toll plazas and seaports, sent direct mail to 600 opinion leaders and has participated in 25 conferences and launched environmental activities with local authorities and NGOs. Fiji Water has partnered with Conservation International to become the first “carbon negative“ bottled water and to help save the largest rainforest in Fiji. The company is also reducing product packaging and advocating recycling programmes. To make Fiji Water carbon negative, it is: reducing it’s products’ life cycle CO2 emissions by 25% by 2010; investing in renewable sources to the extent where by 2010, 50% of the firm’s energy will come from such sources; reducing product packaging by 20% by 2010; investing in reforestation and renewable energy projects that will reduce CO2 in the atmosphere by 120% of our remaining emissions. Goody Environment has submitted a bio-compostable PET bottle. The business is introducing Goody Plastic, a proprietary technology and an
exciting Australian innovation that addresses the adverse media reaction which has been recently associated with the amount of plastic which ends up in landfill rather than being recycled. Goody claims to be totally biodegradable and fully compostable. And the PET biodegrades (using UV light, oxidation or composting as a trigger); the lifecycle of the plastic can be controlled degradation can be set to begin from 3 weeks to a few years; the Goody additive can be included in standard plastic manufacturing processes. Goody works with all commonly used plastics including PP, HDPE, LDPE, PE and PVC. Goody additives now allow the bottle to be disposed of in industrial composting facilities. All components of the packaging are bio-compostable: PET bottle; HDPE cap; shrink film and label. Highland Springs is the first manufacturer to trial The Carbon Action Plan (CAP), a groundbreaking scheme to provide beverage companies, and their suppliers, with a common worldwide scheme for carbon footprint measurement. The project also enables audited results to be combined with other environmental information in a consumer friendly form on product labels, if desired. Companies can not only measure their carbon footprint, but plan how to reduce it. CAP, unlike other schemes, will be global, will extend carbon footprints right up to the shop shelf and will cover
The Carbon Action Plan was piloted by Highland Spring
a range of sustainability ratings. For the first time anywhere in the world, CAP proposes five key genuine green rating scores to go beyond carbon footprints: (1) the amount of renewable energy used; (2) the percentage of recycled material in the packaging; (3) the number of water litres used to make 1 litre of product; (4) the extent of a company’s carbon reduction in the previous two years; and (5) the amount of carbon emissions verified as having been offset.
carton package is made from paper, a renewable source. Moreover, 100% of paperboard used for this package comes from responsibly sourced, well managed forests and is traceable to its origin. This guarantees that the wood used to make the paperboard is from legal, acceptable sources, independently certified and audited according to the chain-of-study standards of the Forest Stewardship Council and Sustainable Forestry Initiative.
Packaging water in a Tetra Pak carton is an innovative idea and the packaging concept has now been introduced into the North American market by Ice River Springs. The Tetra Prisma Aseptic is a unique carton package which is the contemporary option for packaging water because it is highly appealing, offers great protection for the product inside, and above all, has a very comprehensive environmental profile. 73% of this Tetra Pak
Clean Valve from IPN offers a unique drinking, spill proof experience and the low cost packaging claims to be choke hazard proof. When comparing the pouch to other packaging (normalised to 20cl formats such as the pouch before calculations), the pouch is nearly half the weight of a Tetra Pak carton and an aluminium can and six times less heavy than a traditional PET bottle. In terms of greenhouse gases emitted by the different packaging types during a product’s life cycle, analysis conducted by PA Consulting Group showed that the pouch was responsible for nearly half the greenhouse emissions (66g CO2 equivalent per pouch) compared to traditional PET bottle (100g CO2) and aluminium cans (109g CO2) and three times less greenhouse emissions than cartons (151g CO2).
From left to right: Goody Plastic; Ice River Springs; IPN’s Clean Valve; Aquapax from Just Drinking Water; Llanllyr Water’s aluminium cans; Cup-a-Water from New York Springs; and Source
40 WATER AWARDS
Just Drinking Water (JDW) has entered Aquapax water which is packaged in an innovative octagonal shaped carton
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the energy required to make a can from a new material. Quite apart from what that means in terms of power saved (one recycled can apparently saves the same energy as a TV uses in 3 hours), according to an independent study in the UK just in the distribution of 33cl aluminium cans 49% less Co2 emissions are produced per litre than for 50cl PET bottles.
made from majority renewable paper. The ergonomic Tetra carton uses paper board for its structural strength, where the wood used has chain of custody certification in place to prove it is from sustainable forest sources. The carton has a proven lower carbon footprint compared to other shelf stable package types, while its layered construction helps keep Aquapax water cooler for longer without the need for constant refrigeration. Recycling is at the end of the food chain; however, this is the aspect the UK public are most focused on. JDW has worked with its packaging supplier Tetra Pak to communicate the availability of carton recycling in the UK. Over 85% of UK councils offer their residents’ carton recycling access. This means the time is right for embracing the least impact packaging for all products, including water. Llanllyr Water from Wales notes that PET bottles have attracted adverse media attention because a high proportion can end up in landfill or can carry a higher carbon footprint if shipped from the UK to China for recycling. That said, the company focuses most of its attention on identifying the benefits of the aluminium can. 58% of cans in the UK (more or less the same in the US and 50% worldwide) are recycled and furthermore are recycled into their own weight (a tonne of old cans equals a tonne of new ones), thus saving 95% of
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Sanpellegrino Nestlé Waters in Italy has developed a corporate social responsibility project based on “Levissima, the water that takes care of water.” Levissima has taken up the mantle in the country to establish an important research project to protect its source - the Glacier of Eastern Dosdè, in the North of Italy - with the aim of increasing the consciousness that water is something valuable which needs to be protected. This project, launched in 2007, is now reaching a shared understanding among consumers about the concepts related to sustainability. Levissima started off with scientific research from the University of Milan which was centred on quantifying the level of water melting caused by glacial fusion. The first significant step in the project in August 2007 was the installation of an automatic weather station on the Glacier at 2,740m - the highest in Italy. New York Springs, Inc was inspired to develop the Cup-a-Water brand because the company saw a need for smaller portions and an environmentally friendly package. Filled with New York Springs signature natural spring water from the Catskill Mountains of Upstate New York, the convenient foil-topped cups have a minimal plastic content (6-7g) making them an environmentally low-impact packaging product. The product is available in 140ml, 200ml, and 300ml sizes and fits nicely into lunch boxes.
Sanpellegrino Nestlé Waters protecting the source of Levissima Source has developed a carton box for its spring water brand. As mentioned earlier, the packaging is fully recyclable and made of 70% renewable resources. The raw material is shipped in flat sheets of carton paper on spools (compared to pre-blown bottles or glass bottles), which means it only takes one truck to carry 1 million units compared to 52 trucks for conventional bottles - a huge saving on fossil fuels and reduction in carbon emissions. Once packaged, 40% more product can fit in a truck
or warehouse or on store shelf, thanks to its square shape. Source in Tetra Pak carton boxes in a 50cl format has the same footprint as a 30cl PET bottle and the brand owners claim it is easier to carry around than PET bottles. Finalists in the Best environmental initiative category (in no particular order) are: IPN (Clean valve for pouches and associated technologies); Isklar; Highland Spring CAP pilot project.
The Best overall concept will be announced at the awards ceremony in Wiesbaden on Tuesday 23 September
For full results, visit www.foodbev.com after the event WATER AWARDS 41
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2008 water innovation awards sponsored by SmartSeal
S
martSeal, a Norwegian company based in Sandnes, was established in 2001 and is becoming well known for developing and selling innovative spill-proof beverage closures. SmartSeal’s founder, Kjetil Naesje, was tired of his kids spilling drinks in the car. He thought about this problem and his solutions led to the idea of a unique, spill-proof closure. After successfully prototyping and testing his design, Kjetil decided to further develop and patent the technology. SmartSeal currently holds 14 worldwide patents and the technology can be adapted to a wide range of containers,
spanning from PET bottles to cartons and pouches.
Non-carbonated beverages The SmartSeal FLEX family of closures are unique in their functionality and design, with an automatically activated valve as the main feature. This provides spill control and increased user convenience in the growing market of on the go consumption.
Carbonated beverages SmartSeal offers two closures for use with carbonated beverages: SmartSeal FIZZ, featuring an automatic closing valve which retains carbonation and is 100% spill proof; and SmartSeal SERVE, a patented valve that facilitates dispensing of carbonated beverages such as beer and soft drinks, eliminating foaming while retaining carbonation. See the full range of SmartSeal closures at www.smartseal.no
Sponsor of best newcomer, brand or business
Sponsor of best ethical or humanitarian initiative
Sponsor of best label
The Innovative Packaging Network is, a group of IPN companies, founded in 1992. IPN is the worlds leading and fastest growing manufacturer of innovative flexible packaging systems. IPN has continuously enriched its know-how, investing in R&D and dedicating itself to make the spouted stand-up pouch the most competitive re-closable container. IPN’s strong commitment to R&D has resulted in more than 20 International patents.
SGS INSTITUT FRESENIUS, the oldest established lab in the field of water analysis, draws on its 160 years of experience to serve as a water analysis competence centre for the entire SGS group. Our competence is evidenced by more than 180 certifications, accreditations and licenses. Our expertise and years of experience make us a full-service provider for the entire beverage industry, supporting our clients’ quality assurance management by providing analytics, consulting and trouble shooting.
Stora Enso is an integrated paper, packaging and forest products company producing newsprint, magazine paper, fine paper, consumer board, industrial packaging and wood products. Stora Enso’s sales totalled €11.8 billion in 2007. The Group has some 36,000 employees in more than 40 countries. The company has launched EcoSet, a wet-strength label paper for the growing North American PET water bottle market.
For more information, visit www.ipneurope.com
42 WATER AWARDS
For more information, visit www.storaenso.com
For more information, visit www.institut-fresenius.de
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Make a bigger splash in 2010 WATER INNOVATION
announces 17 exciting categories
For more information and to download entry forms, visit www.waterinnovationawards.com from 8 February
FoodBev com A world of food and drink
www.waterinnovationawards.com
Splash Š Okea | Dreamstime.com
Presentation to finalists and winners at the 7th Global Bottled Water Congress, Gleneagles, Scotland, in November