Water Awards Showcase | 2010 by FoodBev Media Ltd

SHOWCASE

DIGITAL SAMPLE COPY

Entrants review

Global Bottled Water Congress GLENEAGLES NOVember 2010

WATER innovation

foodbev com A world of food and drink

ÂŠ Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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water innovation awards

Contents Page 6-7

Page 23-24

Best new still or sparkling water

Best new packaging or manufacturing innovation

Page 8-9

Page 24-27

Best new flavoured water

Best environmental sustainability initiative

Page 10-11 Best new functional water

Sponsored by

Page 12-14

Page 28-30

Best newcomer brand or business

Best ethical or humanitarian initiative

Page 15-17

Page 31-33

Best new bottle in PET

Best marketing campaign

Page 18-19

Page 33-34

Best new bottle in glass

Best consumer TV/cinema marketing campaign

Page 20-22 Best new label or decorative finish Sponsored by

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WATER innovation

A world of food and drink

EDITORIAL

2010 Water Innovation Awards Supplement 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

Editor: Medina Bailey Direct line: +44 (0)1225 327856 medina.bailey@foodbev.com Designer: Kirstine Henderson Designer: Hannah Green Product photography: Walter Dirks Judging photography: Kirstine Henderson Senior Designer: Jolyon Edwards Group Editorial Director: Bill Bruce

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WATER AWARDS 3

Meet the judging panel Click here to subscribe Now in their 8th year, the 2010 Water Innovation Awards attracted over 150 entries from 31 countries. Designed to recognise excellence, creativity and innovation in the international packaged water industry, the Water Innovation Awards began in 2002 as the bottledwaterworld awards.

Bill Bruce Group Editorial Director FoodBev Media ----------------------------------Judging panel Chairman Bill Bruce is FoodBev Media Group Editorial Director, responsible for the company’s magazine portfolio, contract publishing activities and international awards programmes.

Eight years ago, the focus of the awards was the design of products in PET and glass, but over time we have seen the introduction of many new packaging formats from cartons and pouches to cans and bag-in-box. Environmental sustainability issues have risen up the agenda, with the average weight of PET and glass reducing and a steady increase in the use of recycled materials and even non-petrochemical plastics. Consumers’ taste in flavours and demand for functionality has changed, too. Today, flavours

and essences tend to be more natural and functions more niche. Packaged water is competing in a market where traditional category boundaries are blurring and while some products appear close to traditional carbonated soft drinks and energy drinks, it is their pure water base that lends them credibility in the marketplace. A panel of experts gathered at the Sheraton Hotel, Heathrow, in October to judge the 2010 Water Innovation Awards - all of which are included in this Showcase. Finalists and winners will be announced during the 7th Global Bottled Water Congress in Gleneagles, Scotland. These will be featured on www.foodbev.com and in the next issue of Water Innovation magazine.

Medina Bailey Editor Water Innovation ----------------------------------Medina Bailey has contributed to several FoodBev Media magazines for five years, becoming Editor of Water Innovation in 2009. Her specialist subjects are new product development and the latest trends in packaged water.

A review of the finalists and winners in the 2010 Water Innovation Awards will appear on

Sponsor of ‘best environmental sustainability initiative’ category The Highland Spring Group is the UK’s largest supplier of bottled water. Bottling over 350 million litres of water a year, the Highland Spring Group produces brands including Highland Spring, Speyside Glenlivet, Gleneagles and Green Valley. It also manufactures a range of private label waters for some of the UK’s major supermarkets and food service retailers. Highland Spring Limited was formed in 1979 and following its acquisition of the Greencore Water company, the Highland Spring Group was created. Led by Chief Executive, Les Montgomery the company has ambitious plans to be a £100 million and 500 million litre turnover business by 2013. Headquartered at Blackford, Perthshire, the Highland Spring Group oversees five bottling plants and employs more than 400 staff. It has a current production capacity of over 700 million litres of water a year and has an available resource in excess of 2.2 billion litres a year. All Highland Spring Group’s waters are harvested from naturally renewable sources, which are constantly replenished by the UK’s ample rainfall. The company is fully committed to protecting the environment and developing the business in a sustainable, ecofriendly way. © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Kirstine Henderson Designer FoodBev Media ----------------------------------Kirstine Henderson is an experienced graphic designer and photographer who has been part of the FoodBev Media Awards team for the past three years. She has worked in the publishing and B2B marketing industry.

Steve Rowe President, Water Way of Life and co-founder of the Fine Water Society ------------------------------------Following a career as a business journalist and consultant, Steve Rowe launched Spain’s leading premium bottled water business, Water Way of Life. He is also co-founder of the Fine Water Society.

Claire Nutall Director 1HQ

Michael Tanousis Managing Director Aqua Amore

----------------------------------Claire Nutall, Director of Global Brand Agency 1HQ, is an industry thought leader and regularly speaks at seminars and conferences around the area of trends, insights and entrepreneurial thinking and strategies for brands.

------------------------------------Michael Tanousis’ Aqua Amore - the UK’s only specialist water store enjoys a unique and growing presence in retail and in the on-trade, delivering to London’s top 5-star hotels and Michelin-starred restaurants.

www.foodbev.com and in the November-December 2010 issue of Water Innovation magazine

Sponsor of ‘best label or decorative finish’ category Stora Enso Packaging Papers offers the capacity, experience and products you need to meet all of your packaging or label paper applications. Two state of the art paper machines at Uetersen Mill (Germany) and Imatra Mills (Finland) make Stora Enso a world leading producer of packaging papers. Label Papers from Stora Enso are available in a complete portfolio - sheeted products for offset lithographic printing, as well as roll products for gravure, flexographic and web offset applications. In addition, base papers for metallising rounds off the product line. To meet marketing-specific requirements, packaging professionals can choose from a wide range of high quality machine-coated label papers: from high white to ivory shade, from high-gloss to matt, embossed or plain. No matter what the desired product positioning is, Stora Enso has the

perfect choice of paper to create and support a high value brand image. Paper is modern, sustainable, easy to use, economical and versatile. Stora Enso label papers feature all it takes in terms of performance, look and feel to enhance sales appeal at the point of consumption, irrespective of whether pressure-sensitive or wet-glue labels are used. Makers of beer, wine, soft drinks, spirits, bottled water and other product packaging in glass, plastic and metal containers appreciate the finest qualities of the papers and all the important benefits of paper that moves products. Stora Enso is a global paper, packaging and forest products company producing newsprint and book paper, magazine paper, fine paper, consumer board, industrial packaging and wood products. The Group has 29,000 employees and 85 production facilities in more than 35 countries worldwide. Stora Enso is proud to be a category sponsor for the 2010 Water Innovation Awards.

For more information about Stora Enso Packaging Papers, visit www.storaenso.com

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WATER AWARDS 5

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Best new still or sparkling water

Due to its high mineral content, Güitig has become associated with positive effects on the skin, as well as reducing high blood pressure, fatigue and depression due to its high magnesium content. Premium German brand Liz, from Hassia Mineralquellen GmbH, is a low sodium water with a very neutral taste. Available in both still and sparkling varieties, its well balanced mineralisation creates a neutral taste on the palate, making Liz a great addition to the high end restaurant and catering sector. Deep Origin Water is sourced from an artesian well at Otakiri, proven to be one of ‘the deepest, highest quality water sources in New Zealand’ and is 100% organically produced.

Artesian water must originate from a confined aquifer that flows upward through a well under its own pressure. Deep Origin Water has journeyed for more than 50 years before it breaks free. It is regarded as one of the most consistent deep-water sources in New Zealand with mineral trace elements that have barely changed since 1896. Just the right amount of effervescence has been added to the sparkling water variety for the perfect mouth-feel. Canadian Mineral Water Developments’ Gize is a gold-filtered natural mineral water. Its high calcium content ensures it can be designated a calcium-rich mineral water (Ca: 286). Gize’s source is located in the eastern-most reaches of Canada in Nova Scotia. The Mi’kmaq people revered it as a fountain of youth as early as 1500 and believed it possessed powerful healing properties. Gize is available in both still and sparkling formats.

Nika Water Company is a Californian based bottled water company which produces an ultra-purified bottled water, sourced from the Sierra Nevada mountains. Nika’s main aim is to donate 100% of its profits to help bring clean water, safe sanitation and education to under-privileged areas around the world. The company has already committed $320,000 to support clean water projects in Kenya, Uganda, Tanzania, Sri Lanka and Nicaragua.

Bill Bruce, FoodBev Media Group Editorial Director

Güitig is a naturally sparkling mineral water that comes from sources deep in the Ecuadorian Andes. The water is rich in minerals and emerges at the natural springs of The Tesalia Springs Company, located in Machachi.

‘The range and creativity in this year’s entries demonstrates the category’s continued success’

Nika has also implemented several environmental initiatives. It is certified CarbonFree by Carbonfund.org, via offsetting its entire carbon footprint through supporting a reforestation project in Nicaragua. It has also

partnered with schools across the US to finance the purchase and recycling of empty plastic bottles, as well as producing a 500ml 100% recycled PET bottle. Olden, from Norway’s Hansa Borg Bryggerier, has rebranded, launching an updated visual identity and package design, based on a new brand platform and communication concept. Through its new bottle design and visual identity, Olden now clearly differentiates from its competitors with a brand image that stands out in the crowd. Olden is a 100% natural mineral water which has flowed for several thousand years. The water is bottled on site at Blåfjellkilden, situated underneath the glacier in Jostedalen National Park. Olden has achieved the highest quality awards possible for a natural mineral water. It has a very low salt level and balanced mineral content relative to its competitors. Polskie Zdroje’s Cisowianka Perlage is a natural mineral

The Tesalia Springs Company; Hassia Mineralquellen GmbH; Deep Origin Water; Canadian Mineral Water Developments; and Nika Water Company © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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water from Nałeczów, a famous health and spa region in Poland. Cisowianka is bottled at source and extracted from a 320 foot deep pure source well using the highest safety and quality standards. Traditional filtration methods and an oxygen infusion system resembling the natural process give the water a unique taste. The name - Perlage - comes from a unique method of saturating the water with natural organic CO2, achieving gentle carbonation which remains in the water longer than usual methods. Perlage is the only water brand in Poland to use this method. Iceberg Canada Corporation’s vision is to bring the most authentic natural water on earth to the high end hotel and restaurant sector. Water purity is defined by its TDS (Total Dissolved Solids) content, measured in parts per million - (ppm or mg/L). To classify as ‘pure’, water must have less than 10ppm. Virtually the only way to achieve that level of purity in unfiltered water is by melting ice or snow which has never touched the ground. Glace Rare Iceberg Water,

harvested directly from the icebergs, is so pure it measures only 5ppm or even less. Water is the largest beverage category in India: 56% in volume and 16% in value. Packaged still water enjoys the largest volume of sales, which offered an intriguing entry point for The Narang Group’s natural mineral water, Qua.

Interested in innovation? For water category product launches and developments in packaging and ingredients, subscribe to Water Innovation magazine, or visit www.foodbev.com/water

Qua’s (also known as Quarisma) brand communication reflects the mystique of its Himalayan water: pure, natural replenishment which boosts health.

with the local geological formation. Hatterrall Ridge is produced at source in the Brecon Beacons National Park on the English/Welsh border.

The Black Mountain Mineral Water Company has launched Hatterrall Ridge Premium Spring Water - a product first produced over 100 years ago. The local village hall was originally built as a bottling plant for ‘Hatterrall’ water, which was bottled in glass and sent to London, where it was renowned for ‘its exceptional quality and aid to health and vitality.’ When launching the new brand it seemed appropriate to use the Hatterrall name again.

Isklar Glacial Natural Mineral Water added a sparkle to the UK with the launch of a lightly effervescent version to complement its successful still water.

The mineral composition of Hatterrall Ridge spring water is the result of years of contact

Isklar Sparkling is a gently sparkling water which is lightly refreshing and pleasing to the palate without being overpowering. It enjoys the same flavour and purity as its still sister product. The new ‘sparkling’ bottle design, produced in partnership with design agency Blue Marlin, refracts light through its 174 facets, and communicates

the brand’s purity and glacial provenance. Patagonia Mineral S.A.’s Aonni water comes from an area that, until recently, was untouched by civilisation. It is a very hostile place where the American continent disappears and becomes detached from the rest of the land and is scattered across thousands of islands. There is no industrial activity or farming nearby and the water comes from a private property of 600 hectares, completely closed and protected. Aonni water is slightly sweet, with a neutral pH, and low in mineral content. The water flows from source to the bottling facility moved only by gravity.

Hansa Borg Bryggerier; Polskie Zdroje; Iceberg Canada Corporation; The Narang Group; Black Mountain Mineral Water Company; Isklar/Blue Marlin; and Patagonia Mineral S.A. © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Best new flavoured water Güitig Essences, from Ecuador’s The Tesalia Springs Company, contains pure mineral water with natural carbonation and a hint of lemon, grapefruit or orange flavouring. This natural product, with no calories, is sweetened with aspartame and therefore ideal for diabetes sufferers. It contains the same mineral properties as Güitig. These characteristics make Güitig Essences a healthy, non-fattening product that has numerous health benefits. Slovenia’s Radenska has introduced Oaza Elderberry with White Tea, a non-carbonated, low calorie flavoured water. The gentle taste of white tea is rounded with a combination of natural fragrances of elderberry, which provides a refreshing taste. The Radenska product is prepared with natural spring water and is sweetened with fructose. It is filled on an aseptic bottling line and does not contain preservatives. Elderberry is one of the most efficient teas for eliminating toxins from the body, while white tea is an old Chinese elixir for long life and beauty.

Under the brand name Gize+, the gold-filtered mineral water from Canadian Mineral Water Developments, comes in four exciting fruit flavours - either mild or intense. The two mild flavours are Lemon-Elderflower and Raspberry-Ginseng, while the intense flavours are Pear-Vinegar and Pineapple-Coconut. The flavour entered in this category is Pear-Vinegar. The beverage is low in calories and contains all-natural fruit flavours and sugars that constantly provide the body with a balanced source of low GI energy. The delicate flavour of ripened pears mixes with the subtle tartness of refined vinegar to create a sweet, tangy flavour, with a hint of carbonation. Rajec Tajemství stromu ˚ Chestnut is Kofola Holding in the Czech Republic’s answer to consumers wishes for a functional drink with a delicate taste. The brand name means ‘Mystery of trees’ and this gently carbonated spring water with chestnut extract represents the tree of energy. Chestnut extract acts as an anti-inflammatory, improving circulation.

Frucor Beverages; and Acque Minerali Srl The limited edition Rajec Bylinka Summer Storm is a combination of the non-carbonated natural spring water Rajec and a mix of summer herbs. Bylinka, meaning herbs, is a brand of Rajec and this version was produced as a summer limited edition. With its Jégvíz brand, Szentkirályi Mineral Water in Hungary launched two new flavoured waters: Lemon-Banana and Raspberry-Blackberry. Available as 500ml and 1.5 litre formats, the drinks are free from preservatives and sweeteners and contain only natural ingredients. The PET bottle was designed specifically for this product family. The flavoured waters are aimed at consumers who find mineral water uninteresting but are still seeking a healthy, natural drink.

NZ Natural Pure Plus was created from a key consumer insight that water is healthy but unappealing. Consumers wanted water which was more interesting to drink, without containing unhealthy ingredients. Australian based Frucor Beverages therefore launched NZ Natural Pure Plus - a 99.6% pure New Zealand spring water infused with natural botanical ingredients. The three infusions, with no added sugar, are: Pure New Zealand Spring Water Plus Lemon, Ginger and White Tea; Pure New Zealand Spring Water Plus Lime, Mint and Ginkgo Biloba; and Pure New Zealand Spring Water Plus Lime, Lime Flower, Rosewater and Chamomile. According to Italy’s Acque Minerali, the best products are made from a perfect ingredient. The natural properties of Lurisia

The Tesalia Springs Company; Radenska dd Radenci; Canadian Mineral Water Developments; Kofola Holding Rajec Chestnut; Kofola Holding Rajec Summer Storm; and Szentkiralyi © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Silver Spring Fonte Santa Barbara are the foundation of the company’s products. These include still and sparkling mineral water, as well as Chinotto, Gazzosa, prized Bolle e Stille and exclusive Teo Musso beers. Lurisia is also known for La Vera Gazzosa and Il Vero Chinotto, two ‘real’ products created in association with the Slow Food Movement in Italy. These drinks are free from preservatives or colourings and use only natural aromas obtained entirely from Sfusato lemons from Amalfi and Chinotto sour oranges from Savona. UK based Silver Spring launched the first flavoured waters in the UK in the early 1990s. Its newly packaged range of Perfectly Clear flavoured waters was launched in May 2010. Available in 1.5 litre and 500ml bottles, the waters come in flavours which echo its ‘Garden of England’ roots: Heavenly Cherries; Divine Summer Fruits; Scrumptious Strawberry; Crisp Red Apple; and Zingy Lemon & Lime. Having revisited all the flavours and ingredients, the qualities of real fruit have been enhanced and the range is entirely sucralose-based, making it a healthier, low calorie alternative. The bottle and label design represent English tradition with a contemporary twist, with blue and green alternatives denoting still and sparkling options respectively. They also offer greater visibility of the product and bold imagery of its ingredients. © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Best new functional water Radenska Plus functional waters from Slovenia’s Radenska are intended for anyone who values a healthy lifestyle. They are prepared with natural mineral water Radenska and enriched with soluble dietary fibre Beneo, which has been proven to have beneficial health effects. Radenska Plus waters are preservative-free, have a low energy value and are sweetened with fructose. In addition, 100ml of Radenska Plus contains as much as 15% of the recommended daily vitamin intake of niacin, vitamin B6, folate, biotin, vitamin B12 and pantothenic acid. The added Beneo dietary fibre is a very efficient natural prebiotic. Prebiotics are beneficial to the intestines, contributing to efficient digestion. The water is available in three flavours: Active Orange-Coffee for an active lifestyle; Balance Lime for balanced digestion; and Protect Blackcurrant for strong bones. Gize intense - from Canadian Mineral Water Developments - includes the flavours of pineapple and coconut to form a complex sensation. Natural caffeine from green coffee beans and highly-refined guarana extract give the water an extra boost of flavour. It is also produced using only natural dextrose and no artificial sweeteners.

conducted at the Jagiellonian University Medical College Hospital has indicated very good absorption of the iodine contained in Ustronianka. Rajec Tajemství stromu˚ Chestnut from Kofola Holding in the Czech Republic is a functional drink with a delicate taste. The gently carbonated spring water contains chestnut extract, which acts as an antiinflammatory and improves circulation. The limited edition Rajec Bylinka Summer Storm is a combination of the non-carbonated natural spring water Rajec and a mix of summer herbs. Bylinka, meaning herbs, is a brand of Rajec and this version was produced as a summer limited edition. Borba in the US has launched a range of four Skin Balance waters. The Age Defying Water contains a revolutionary cultivated bio-vitamin complex along with a scientifically designed blend of age-fighting skin renewers intended to enhance a youthful appearance by

Borba Inc

PepsiCo Beverages Canada

softening the appearance of fine lines and wrinkles and renewing skin’s natural glow. The Clarifying Water contains a bio-vitamin complex along with a scientifically designed blend of nutrients intended to assist with clogged pores, troubled skin and impurities. It helps skin to regenerate its natural support system and improves clarity.

water achieved a first-ever in the Canadian beverage industry in October 2009, with the introduction of its new 10-calorie offering, Aquafina Plus Vitamins 10 Cal, made with PureVia Reb A sweetener, an all-natural pure extract of the Stevia plant. Vitaminenhanced waters have seen explosive growth in Canada, and Aquafina Plus Vitamins showed its leadership by being the first to offer health-conscious consumers a great-tasting, low-calorie option with a natural sweetener.

The Replenishing Water has added nutrients from the lychee fruit intended to boost moisture, keeping skin smooth and supple while aiding in its hydration. Finally, the Firming Water is intended to promote the skin’s natural support system, helping to nourish and tone the skin. PepsiCo Beverages Canada’s Aquafina Plus vitamin-enhanced

Aquafina Plus Vitamins 10 Cal vitamin enhanced water is available in five flavours: Açai Fruit Punch, Black & Blue Berry, Tropical Cherimoya, Yumberry Pomegranate and Fuji Apple Pear.

Ustronianka Limited Company has introduced Ustronianka with iodine, the first mineral water enriched with this element. The World Health Organisation has declared diseases caused by lack of iodine as a global risk because nearly 2 billion people in the world are at risk of iodine deficiency. Iodine has a decisive impact on the development of the brain and supports the nervous system. Research

Radenska dd Radenci; Canadian Mineral Water Developments; Ustronianka Ltd Company; and Kofola Holding © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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NZ Natural Pure Plus - from Frucor Beverages in Australia - was created from consumer insights that water is healthy but boring and consumers wanted water which was more interesting to drink, without adding unhealthy ingredients. NZ Natural Pure Plus is a 99.6% pure New Zealand spring water infused with natural botanical ingredients with no added sugar. The three infusions are: Pure New Zealand Spring Water Plus Lemon, Ginger and White Tea; Pure New Zealand Spring Water Plus Lime, Mint and Ginkgo Biloba; and Pure New Zealand Spring Water Plus Lime, Lime Flower, Rosewater and Chamomile. With a PET relaunch in 2009, UK based Willow Water is a 100% natural spring water that has been proven to reduce wrinkles in a double-blind, placebo-controlled scientific study. The headline-hitting research, unveiled in September 2010, showed that women drinking 1.5 litres of Willow Water a day for eight weeks saw an average 24% reduction in the appearance of wrinkles, and demonstrated objectively, for

the first time, that drinking water is good for the skin. The results - featured in news bulletins around the world - sparked so much interest among experts that scientists from a leading British university are preparing to carry out an extended clinical trial. Sourced from the Cartmel Fell in the Lake District, Willow Water takes its name from the vast forests of Willow trees that once grew on the land. It contains calcium and salicin - a nutrient derived from Willow bark. Spritzer + Fibre, from Malaysia’s Spritzer, contains a mixture of inulin and oligofructose. Inulin and oligofructose are soluble dietary fibres which cannot be digested by the stomach. They can therefore promote optimal intestinal function. Soluble dietary fibre forms a thick gel when it comes into contact with water in the digestive tract. This swelling-effect, along with the slowing down of the digestive process, increases the feeling of fullness without adding calories. Soluble dietary fibre can also contribute to weight control.

In addition, inulin and oligofructose are clinically proven to increase calcium absorption in the colon when taken with calcium rich food. The increase in calcium absorption in the human body then leads to an increase in bone mineral density. MindEssential Relax Water or ME Relax Water - from US based Maayan LLC, combines flower essences which are designed to relax the consumer and ‘release the mind of unproductive thoughts and emotional tension, naturally’. MindEssential Relax Water has no sugar, only all natural sweeteners. It contains no hormones, such as melatonin, drugs, chemicals or preservatives. It is ideal for everyday life situations, such as adults feeling overburdened or anxious at work, stay-at-home or working parents who feel overwhelmed or fraught with impatience or irritability, and students stressed over exams or heavy course loads. Also from Maayan LLC, MindEssential Confidence Shot, is the world’s first beverage

Maayan LLC Mind Essential Relax Water and Confidence Shot that boosts confidence naturally. It is an all natural, patented formula, combining agave sweetened, dragon fruit-flavoured water, with flower essences. The product contains no preservatives, chemicals or drugs, and using it on a daily basis should develop confidence and a renewed sense of control. MindEssential Confidence shot is ideal for everyday life situations, such as anxiety before giving a presentation, sitting exams, dating, or important meetings. A world’s first in the water category is Blackwater from Canada’s Eclipse Concepts. Launched in October 2010, it adds a unique twist with its unusual black colour and fresh water taste. The proprietary formula combines 80 million year old source water from the Rocky Mountains with the miracle molecule, fulvic acid. This amazing molecule shields the body from daily toxins and supports the absorption of nutrients. With a high pH, Eclipse’s Blackwater is at the top of the ‘black tie’ list of functional water beverages.

Frucor Beverages; Willow Water; Spritzer; and Eclipse Concepts

Blackwater uses 100% rPET recycled plastic bottles and its manufacturing facility is hydroelectric powered with a zero carbon emission certification.

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Best newcomer brand or business Bobble, from US based Move Collective, is a reusable, patented water bottle that filters as you drink. Made from FDA approved recycled PET, Bobble is free of BPA, phthalates and PVC, and is 100% recyclable. It features a carbon filter that is interchangeable and replaceable. The filter’s clever design removes chlorine and organic contaminants from everyday tap water, yielding a cleaner, crisper taste that rivals store-bought water. Filters should be replaced after a minimum of two months of use, or after filtering approximately 40 gallons or 150 litres of water. Bobble’s iconic shape and bright colours were designed to motivate consumers to choose an ecological alternative to single-serve plastic water bottles. Each filter equates to 300 singleserve bottles. According to Move Collective, over the course of a year, consumers can effectively remove thousands of bottles from the environmental equation by choosing a reusable, recyclable alternative such as Bobble. Ustronianka Limited Company has introduced Ustronianka with iodine, the first mineral water

enriched with this element. The launch comes at a time when the World Health Organisation has declared diseases caused by lack of iodine as a global risk because nearly 2 billion people in the world are at risk of iodine deficiency. Iodine helps with the brain development and supports the nervous system. Norway’s Hansa Borg Bryggerier recently relaunched its mineral water Olden with an updated visual identity and package design, based on a new brand platform and communication concept. Olden is a 100% natural mineral water which has flowed for several thousand years. The water is bottled on site at Blåfjellkilden, situated underneath the glacier in Jostedalen National Park. Olden has achieved the highest quality awards possible for a natural mineral water. It has a very low salt level and balanced mineral content relative to its competitors. Olden also actively supports initiatives to preserve natural habitats. Aqueduct’s new range of Bag-inbox (BIB) coolers has now been launched across Europe. This new BPA free BIB system for

Aqueduct Investments

Nourish Inc

home and office water coolers opens new and lucrative routes to market. Users can dispense with the requirement for large warehouses and multiple bottling plants, oversized trucks, 13 week sanitisation cycles, and small delivery drops!

brand through ‘reintroducing’ a traditional way of using the most abundant source of water on the planet. Top chefs in Scotland, London and beyond needed no introduction to the idea nor the product.

Aqueduct’s system offers HOD companies a way to turn challenges into advantages. Companies need only visit the customer when they directly need it - each visit resulting in a predetermined profitable delivery size. BIB also offers a great new medium to promote brands in the workplace. In a very short period of time, Acquamara has created a totally new business and a successful

To them, reviving the custom of cooking in and with seawater makes perfect sense, and Aquamara already has distributors supplying to high-end restaurants in the UK. Acquamara has also sparked a lot of ‘noise’ and culinary creativity within the professional and amateur food blogging communities. Nourish, from US based Nourish Inc, is the first of its kind: a ready-to-serve bottle for babies and spill-proof bottled water

Move Collective; Ustronianka Ltd Company; Hansa Borg Bryggerier; and Acquamara Ltd © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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for toddlers and preschoolers. Feeding a baby on-the-go can be stressful when you’re holding a hungry infant, measuring formula, adding water and mixing a bottle all while trying to keep the bottle clean. Nourish Baby is a patented baby bottle complete with 8oz of purified spring water, volume markings and a baby teat top that gives travelling parents the comfort of knowing that they have immediate access to pre-measured, purified spring water in a clean bottle. Nourish Toddler is a spill-proof bottled water with a sip top that allows toddlers to enjoy their independence without the messiness of sugary beverages or adult-sized bottled waters. For Acque Minerali, the best products are made from perfect ingredients. The natural properties of Lurisia Fonte Santa Barbara are the foundation of the company’s products. Lurisia has also created La Vera Gazzosa and Il Vero Chinotto, two ‘real’ products created in association with the Slow Food movement in Italy. Free from preservatives or colourings, the

drinks use only natural aromas obtained from Sfusato lemons from Amalfi and Chinotto sour oranges from Savona. Premium German brand Liz, from Hassia Mineralquellen, is a low sodium water with a very neutral taste. Its well balanced mineralisation creates a neutral taste on the palate, making Liz ideal for the high end restaurant and catering sector. Liz comes in a carafe instead of a bottle. The carafe has an ageless design - fashioned to underline the quality of the water. A further feature is the silver-coloured spout that emphasises the shape of the carafe and enables Liz to be easily poured. Deep Origin Water is sourced from an artesian well at Otakiri, proven to be one of ‘the deepest, highest quality water sources in New Zealand’, and is 100% organically produced. Deep Origin Water has journeyed for more than 50 years before it breaks free. It is regarded as one of the most consistent deep-water sources in New Zealand with mineral trace elements that have barely changed since 1896.

Acque Minerali Srl; Hassia Mineralquellen GmbH; Deep Origin Water; and Iceberg Canada Corporation

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WATER AWARDS 13

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Best newcomer brand or business Iceberg Canada Corporation’s aim is to bring the world’s most authentic natural water to the high end hotel and restaurant sector - with Glace Rare Iceberg Water. The water is harvested directly from icebergs, making it incredibly pure. ‘Sustainable elegance’ was the theme that inspired the design of Glace Rare Iceberg Water. The company believes that the elemental purity of the water demands the classic clarity of glass. The design is fluid with an innovative and memorable silhouette taking shape in 700ml or 250ml Glace bottles with a carafe style cap. In the Indian marketplace, which is exposed to new products every day, packaging plays an important role in setting a product such as Qua apart from the rest. The branding and bottle design helps to establish its credentials and project its quality through images and words. Being a premium product with a top-down marketing strategy, The Narang Group consciously focuses on stocking Qua at high end locations, such as five star hotels, premium supermarkets, and high quality restaurants and bars.

Black Mountain Mineral Water has excelled in the mid range mineral water market for the past 15 years. In 2010, stylish Hatterrall Ridge a premium spring water, was added to the existing portfolio, designed specifically to target the high end hospitality industry. With this market in mind the product has been designed to maximise the opportunity for sales by keeping the colours understated and the visuals contemporary. To remain competitively priced, it was decided to continue with the classically shaped clear glass Bordeaux bottle, but use a strong design and premium materials within the labelling to give Hatterrall Ridge its identity.

water comes from a private property of 600 hectares, which is completely closed and protected. Slightly sweet, with a neutral pH, and a low mineral content, the water flows from source to the bottling facility moved only by gravity. Mineral Technologies first started bottling Seryab natural mineral water from a pristine source located in central Russia in spring 2010. The word Seryab is derived from the Russian word for ‘silver’ as the water flows through a silver filter before being bottled.

Aonni water, from Patagonia Mineral, hails from an area that until recently, was untouched by civilisation.

The company’s goal is to develop Seryab into an international multi-source business, where a quality local artesian or spring source serves a region within a 1,000 mile or less radius to avoid over exploiting the source and limit long range haulage. Its first expansion step will be in the UK where it has acquired an ancient spring in the county of West Sussex. The multisource model, space efficient bottle shape and downsized label all minimise the use of resources throughout the product life cycle.

There is no industrial activity or farming nearby and the

The glass bottles will be returnable and the company

Spritzer + Fibre, from Malaysia’s Spritzer, contains a mixture of inulin and oligofructose, which help promote optimal intestinal function. The water also increases the feeling of fullness without adding calories and assists with weight control.

The Narang Group; Black Mountain Mineral Water Company; Spritzer; Patagonia Mineral S.A.; Mineral Technologies; Eclipse Concepts; and Nika Water Company

is looking at using Enso Bottles’ biodegradeable PET technology from early 2011. It claims to be the first Russian manufacturer to be opting for the technology. It has also developed a patent pending carafe application, consisting of a 1 litre PET or glass bottle and screw on metal spout with handle, for the HoReCa industry. It believes this will create the perfect consumption experience, as well as significantly minimise materials and energy use throughout the supply chain. When it comes to international expansion, Seryab will be known as Aqua Argenta - taken from the Latin word meaning ‘silver’. This will enable the firm to appeal to non Russian speakers and retain its brand identity. Blackwater, from Canada’s Eclipse Concepts, offers a unique water twist due to its black colour and fresh water taste. The formula combines 80 million year old source water from the Rocky Mountains with fulvic acid, which shields the body from daily toxins and supports the absorption of nutrients. Blackwater uses 100% rPET recycled plastic bottles. Its manufacturing facility is powered by hydro-electricity and has a zero carbon emission certification. Nika Water Company is a Californian based bottled water firm which produces an ultra-purified bottled water, sourced from the Sierra Nevada mountains. Nika’s main aim is to donate 100% of its profits to help bring clean water, safe sanitation and education to under-privileged areas around the world. The company has already committed $320,000 to support clean water projects in Kenya, Uganda, Tanzania, Sri Lanka and Nicaragua. Nika has also implemented several environmental initiatives.

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Best new bottle in PET The latest Ganic bottle - from Germany’s Ganic Consumer Products - has the same wide opening as before, but in a lighter weight format. The ankle and the radius at the end of the bottle neck have been optimised to increase its tactile feel. While a small change, it has been noted and praised by Ganic’s customers. Spa Reine, one of Belgium’s leading mineral waters - from Spadel - has undergone a facelift. The brand launched a new range of bottles, innovating in two significant ways: A bottle line where each size uniquely responds to the needs of a specific consumer and consumption point. Now each size (2 litre, 1.5 litre, 1 litre, 750ml, 500ml and 330ml) has its particular uses. Spa Reine is reinforcing its role as a forerunner in the area of sustainability: from now on, all Spa Reine bottles will be made from no less than 50% recycled PET - a first in the Benelux for a natural mineral water. The 1.5 litre and 500ml PET bottles are now even lighter, reduced from 31g to 28.5 for a 1.5 litre bottle.

Niagara Bottling LLC introduced its third generation Eco-Air Bottle to the market in 2009. The Eco-Air Bottle family has reduced Niagara’s 500ml bottle weight by 27% over the last two years. The Eco-Air Bottle III is thought to be the world’s lightest weight 500ml bottle for mass production. From the Eco-Air Bottle II, Niagara increased top-load by 11.2% (from 85.6lbs to 95.2lbs), as well as enhancing hoop strength and improving vertical sway performance, on the Eco-Air Bottle III. Niagara’s new 9.17g design is over 55% lighter than the average 500ml PET beverage bottle being sold in the US market. The PET bottle from Nika Water Company is a sleek, uniform shape made of substantial weight PET. The label shows portraits from Stephen Bennett of children from developing countries around the world. These portraits are of actual children, painted with vibrant colours to grab consumers’ attention. The portraits of these children

are particularly relevant as the pervasive lack of clean water in the developing world disproportionately affects children. Approximately 4,500 people die per day in the developing world from waterrelated diseases and 90% of these are children under the age of five. Highlighting these faces is another way for Nika Water to bring attention to its core mission. Coca-Cola Japan launched a 1 litre light-weight bottle for water brand I Lohas in June 2009. Weighing only 18g, it is the lightest bottle in Japan for 1 litre size products. It is very strong with a specialised body design for production, distribution and consumer use, and easy to handle and pour. The square shape of the product aims to save storage space in refrigerators and increase efficiency of transportation by making CO2 savings. The bottle also uses up to 30% renewable plant-based materials by transforming raw materials, including molasses, a by-product

Coca-Cola Japan Company Ltd of the process to refine sugar from sugar cane, into PET resin components. This partial use of plant-based materials reduces dependence on the nonrenewable resource, petroleum. The material can be recycled by existing PET recycling plants. The use of petroleum is calculated at only 12.6g per 1 litre bottle. Olden mineral water - from Norway’s Hansa Borg Bryggerier - has undergone a rebrand, with a new visual identity and package design to position Olden as a more premium water brand. The slim, tall bottle reflects the brand’s origin and heritage,

Ganic Water; Spadel; Niagara Bottling LL; Nika Water Company; and Hansa Borg Bryggerier © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

www.foodbev.com/water Gleneagles, November 2010

WATER AWARDS 15

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Best new bottle in PET while signalling a new, modern streak to its identity. One of the main challenges was to make the different bottle volumes as uniform as possible. The volumes had little flexibility in terms of height, diameters and standard features. As a consequence, the focus was to create a unified shape that would overcome these challenges. The label and bottle were developed in tandem, and a tight collaboration with the graphic design agency from the onset of the project, was key to securing a singular brand image. The bottle shape is clean, iconic and production friendly. Cisowianka Perlage - from Poland’s Polskie Zdroje - is a high quality mineral water in an elegant and modern PET bottle. The subtle shape of the 700ml bottle emphasises the values of the product - ‘Perlage’ mineral water saturated with natural carbon dioxide. The deep blue colour gives it elegance and style. It is made of the highestquality material, which combines the aesthetics of glass and the functionality of plastic. The new Volvic 3 litre bottle from Danone is a unique format for the French market: very

convenient, affordable and more environmentally-friendly. This format was developed to complete the Volvic range and offer an eco-bottle for families. The bottle has been specifically designed to facilitate pouring with two hands and can be stored in the fridge door. At less than €1 per bottle, it is also an inexpensive option for the home market. The bottle has been optimised to use less PET and is made with 30% recycled PET: positioning it 22% below the average CO2 impact of mineral waters. Aquabona, Coca-Cola Hellenic Spain’s natural mineral water, has launched a bottle that responds to consumers’ daily needs. The compact bottle offers the benefits of an ergonomic, environmentally-friendly and space-saving container. The new pack has been specially designed to solve a common consumer problem: handling and storing large-capacity (2.5 litre) water containers, particularly in the fridge. Thanks to its ergonomic design, the compact bottle conveniently fits in the fridge door, is stackable, does not roll, and is easy to pour from. As a result, consumers have the

benefits of more volume than a regular pack, but in an easyto-handle format. As well as being compact and ergonomic, the new packaging has the third benefit of being kinder to the environment, strengthening Aquabona’s ‘green’ brand image in the bottled water segment. The compact bottle uses 25% recycled PET and, because of its design, allows for more litres to be stacked per pallet. This means lower CO2 emissions from transport and also from production. In the Indian marketplace, which is exposed to new products every day, packaging plays an important role in setting a product such as Qua apart from the rest. The branding and bottle design help to establish its credentials and project its quality through images and words. The Narang Group stocks Qua at high end locations, such as five star hotels, and high quality restaurants and bars. The drop-shape, 5 litre bottle from Hungary’s Szentkiralyi Mineral Water has become very popular in retail, as well as the HoReCa sector, thanks to its stand-out design. The bottle is

both stable and pleasing to the eye thanks to its ribbed effect. The weight of the 5 litre bottle is 60% less than the 1.5 litre bottle’s weight for the same volume of water. This sophisticated design provides maximum strength with minimum use of materials. The bottle is designed to easily fit in the fridge, while the handle makes pouring a simple task. Isklar Still already has a multi award-winning facetted bottle so the challenge was to produce the same for the sparkling variety. Bottle manufacturers said it couldn’t be done as sparkling water bottles must be cylindrical because the considerable pressure exerted by carbonated water pushes out and flattens the sides. Creating a facetted bottle that mirrored the design of Isklar’s still mineral water and could withstand those pressures seemed an almost impossible task. Isklar, and its agency Blue Marlin, wrestled with every known configuration of materials to create a stable bottle. In the end, they had to reinvent plastic geometry in a radical new way to make it happen. Each and every one of the bottle’s 174 facets was

Polskie Zdroje; Danone; Coca-Cola Hellenic Spain; The Narang Group; Szentkiralyi Mineral Water; Isklar and Nestlé Hellas SA © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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analysed and modified. Each was given a unique curvature profile and a series of beading on the facet border. Together with a petaloidal base, a structurally sound sparkling bottle was created to match the still variety. In June 2010, Nestlé Hellas’ Korpi brand launched its new 1 litre PET bottle in Greece. The new bottle was designed by Nestlé Waters Product Technology Centre in Vittel, France, in co-operation with the local marketing and Korpi teams. The bottle has an elegant shape, with a conical body, and strongly differentiates from the competition with two vertical engravings of the brand’s name. The label includes images from different consumption moments. The new Korpi 1 litre bottle is also the lightest in its category on the Greek market (24.5g preform weight versus 28g lowest and 30g average weight of competitor bottles). Highland Spring wanted to springboard sales of its already successful sparkling water range by re-energising its offering and improving its environmental credentials. A fundamental aspect of the brief was to reduce the environmental impact of the range. The redesigned pack achieved significant savings on raw materials: 12% on PET use

and 39% on label paper used. The new bottles are 100% recyclable and the lightest branded bottles in the sparkling category - at 21.5g for the 500ml and 38g for the 1.5 litre bottle. The design is a simple, elegant and timeless format incorporating Highland Spring’s iconic logo and tartan sash. It complements the existing glass product perfectly, extending a ‘family’ aesthetic across the Highland Spring range. Malaysian firm Spritzer Bhd had this bespoke PET bottle specifically made for its Spritzer + Fibre functional water. The simple transparent bottle with petaloid base features straight lines and a slimline look, lending it a striking silhouette on shelf and making it easy for consumers to carry around while on the go. Its slender appearance is also in keeping with the functionality of the water as a healthy, hydrating product which improves digestion.

PET, which is easy to hold, carry and sip from throughout the day. The label is a silk-screen that adds to the bottle style and has the flower motif in the text to remind the consumer that the beverage is all natural and made of flower essences. Seryab is a natural mineral water from a pristine source located in central Russia. Its manufacturer, Mineral Technologies, wanted to devise an abstract, sculpture-like vessel for its packaging which would provoke numerous metaphors, such as cut crystal, carved silver, glacial ice and sea wake. The main aim was to break out of industry conventions, in terms of shape, appearance and decoration, to deliver a

visually arresting, luxurious, unique consumer experience. Innovative engineering solutions were developed to adapt modern high-speed filling lines to handle the highly tactile and ergonomic asymmetric bottle efficiently. The body of the PET bottle is not covered with a label, allowing the water to refract light and surrounding colours. The barcode and other legally required product details are printed on a small heat-shrunk sleeve that covers the cap and provides additional tamper evidence. The unobtrusive branding of the bottle is a departure from industry norms, and is ideal for formal serving occasions. The current PET range comprises 330ml, 500ml, 750ml and 1.25 litre bottles with conventional and sports closures.

MindEssential Relax water - or ME Relax water - from US based Maayan LLC, contains flower essences which are designed to relax the consumer and ‘release the mind of unproductive thoughts and emotional tension, naturally’. The designer-bottle has a unique cap, with ME letters engraved on top, and a hangtag explaining about the flower essences in the formula. The bottle itself is a thick recyclable

Highland Spring; Spritzer; Maayan LLC; and Mineral Technologies Ltd © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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WATER AWARDS 17

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Best new bottle in glass

Following the success of the elegant Sole Arte 750ml bottle in leading hotels and restaurants worldwide, Fonte Sole has launched the new 330ml bottle to meet the demand for a contemporary Italian water bottle for single portion servings. The shape of the bottle is intended to evoke a ray of sunshine, a sunbeam piercing through the clouds. The facets taper upwards for added elegance. Italy’s San Pellegrino launched an exclusive S.Pellegrino and Acqua Panna collection concept

in 2010 to coincide with the company’s 50 Best Restaurants Awards. The new clear glass bottles use the brand’s famous landmarks to emphasise the extraordinary heritage of S.Pellegrino and Acqua Panna. Detailed etched images show the Renaissance Fountain of Acqua Panna and the Liberty Casino of S.Pellegrino. Liz, from Germany’s Hassia Mineralquellen, comes in a carafe instead of a bottle. It has an ageless design, which underlines the quality of the water. A further feature is the silvercoloured spout that emphasises the shape of the carafe and enables Liz to be easily poured. Small drips merge into a large drip which carries the brand name. The logo is printed directly on the carafe and the silver brand colour corresponds with the cap. The only further highlight in colour is the blue seal for sparkling and the violet seal for still. The ingredients label is purposely placed only 90° from the logo.

Deep Origin Water’s glass bottle is a unique teardropshape with two opposing ‘O’ indentations. These not only function as an alluring holdpoint, but also represent Deep Origin’s company logo. The bottle’s hip forms the contact point. From continuous reuse, this will wear and scratch generating a frosted white band, leaving the de-bossed “Deep Origin” brand clearly legible.

Medina Bailey, FoodBev Media Editor, Water Innovation

Love h2o uses award winning Wenlock Spring Water from its crystal clear natural spring. The individual crystals are positioned by hand, taking over 20 minutes to complete. Each bottle is then given a limited edition number, making it unique in the Love Limited Edition collection. The bottle is expressed as being: “Not just a bottle of water but a piece of art in its own right. Love h2o promises to add sparkle to your life.”

The judging panel was particularly impressed with the abstract, sculptural glass bottles which lend a raw, organic quality to the water

The bottle package has been designed with the mandate to use minimal resources and help stop contributing to landfill. To achieve this goal, the company chose packaging materials that either required fewer resources to produce,

or lent themselves to multiple reuse or composting. The bottle is produced in durable glass so that in some markets it can be returned for refund, then washed, sterilised and refilled multiple times. The bottle’s main label is permanently printed (ceramic), eliminating paper label and glue waste, and the very small neck label, made from biodegradable cellulose, has a water-soluble adhesive and is printed with vegetable based inks. Gize, from Canadian Mineral Water Developments, is a gold-filtered mineral water from Spa Springs, Canada, in a sleek design created especially for the luxury water market. The glass bottle’s clear, elegant lines join with practical functionality so that the bottle, like its contents, meets the highest standards. Tapered in the middle, the bottle is also easy to hold. The design is consistently delivered in both sizes, with labelling supporting the brand’s various extensions, including

Love Limited Edition; Fonte Sole; San Pellegrino Spa; Hassia Mineralquellen GmbH; Deep Origin Water; and Canadian Mineral Water Developments © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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flavoured and functional varieties.

700ml or 250ml Glace bottles with a carafe style cap.

The newly founded Austrian company Urleiten GmbH bottles water from an artesian spring in the mountains of Eastern Tyrol. On its way through capillary veins in the rocks, it is filtered to high purity, thereby obtaining its characteristics: low mineralisation as well as a fresh, smooth flavour. With its distinguished Bordeaux style design, the flint glass bottle from O-I visually expresses the premium quality of Urleiten mineral water.

Danone launched a new global one-way bottle glass bottle range - Evian Pure - in 33cl and 75cl sizes.

The design was developed with extra white flint glass and a screw cap closure. The conical neck, typical for Bordeaux wine, was straightened into a ‘long neck Bordeaux’ bottle. ‘Sustainable elegance’ was the theme that inspired the design of Glace Rare Iceberg Water from Iceberg Canada Corporation. The company believes that the elemental purity of the water demands the classic clarity of glass. The design is fluid with an innovative and memorable silhouette taking shape in

The modern and premium bottles are totally translucent, with the word ‘pure’ in hollow embossing, and the brand’s iconic mountains engraved on them. A simple transparent plastic label underlines the brand and gives information to consumers. The bottle appears to be directly sculptured in the ice to keep the natural mineral Evian water intact and to reveal its total purity. The glass version is targeted at the topend Horeca channel. Black Mountain Mineral Water has excelled in the mid range mineral water market for the past 15 years. In 2010, Hatterrall Ridge, a premium spring water, was added to the existing portfolio, designed specifically for the high end hospitality industry. With this market in mind, the product has been designed to maximise the opportunity for sales by keeping the colours

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recyclable, but also 100% reusable.

To remain competitively priced, the classically shaped clear glass Bordeaux bottle, continues to be used along with premium materials within the labelling to give Hatterrall Ridge its identity. The water is available in 750ml and 330ml in still and sparkling variants.

Patagonia Mineral S.A.’s website will soon be running a competition for customers to devise the most ingenious reuse idea for the Aonni Bottle. Users will be invited to send photos and the winners will be offered a trip to see Chilean Patagonia, take part in Aonni’s bottling facility and local eco tourism activities.

Aonni’s transparent glass design bottle with a swing cap closure makes this unique bottle not only 100%

The bottle appears to be symmetrical from the front, but actually has different shapes to each side.

O-I/Urleiten; Iceberg Canada Corporation; Danone; Black Mountain Mineral Water Company; and Patagonia Mineral S.A. © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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WATER AWARDS 19

Best label or decorative finish category sponsored by

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Best new label or decorative finish Love h2o features individual crystals, which are positioned by hand. Once complete, each bottle is numbered, making it unique in the Love Limited Edition collection. The bottle is marketed as a piece of art in its own right, rather than just a bottle of water. After many years using paper labels, Evian has changed to highly transparent, self-adhesive labels by CCL Label GmbH. In keeping with the premium image, the brands Aramis and Athos have been re-launched. Evian one way and returnable bottles are now labelled with contemporary transparent labels produced by CCL Label Meerane based in Germany. The ultra-transparent, self-adhesive pressure sensitive labels, combined with the intensity of the colours used, create an elegant appearance which supports the brand’s image. Some advantages include: substituting cost-intensive direct-printing, high graphics resolution in gravure printing, high gloss, metallic-effect and no wrinkles, bubbles or damaged labels throughout the supply chain.

Italian brand S. Pellegrino, from San Pellegrino, presented a collaboration with Italian fashion house Missoni. The bottle labels feature Missoni branding and the bottle also comes in a special sleeve, designed by the brand.

offers a low concentration of salt. After studying the domestic market, new packaging has been developed to distinguish between still and sparkling water: blue for still water and orange for sparkling.

The collaboration allowed Missoni to cover the S.Pellegrino bottle label with its signature zig zag pattern.

The modern graphics and fine details in silver on the label are highlighted even more when the bottle is chilled.

This is the first time in 100 years that S.Pellegrino has entrusted the bottle to be re-interpreted by another designer. The bottle was unveiled at the Missoni Men’s Spring 2011 presentation.

The new Liz carafe from Germany’s Hassia Mineralquellen offers a variety of innovative elements. By using ceramic paint and the screen printing technique, the brand label is placed inseparably on the bottle. The newly developed printing technique guarantees that the logo is never printed on a bottle seam.

Natural mineral water Krinos, from J K Anastasopoulos & Son in Greece, has a low salt content and is suitable for a low sodium diet. The need to highlight these qualities led the company to create a new label for the brand. New fuchsia pink packaging ensures the bottle stands out on the shelf, while keeping the absolute transparency of the water. The label is light pink on one side and black on the other to symbolise the brand’s appeal to both male and female consumers. Well established in the Brazilian market, Lindoya Verão‘s Speciali

Sparkling and still labelling is clearly visible on the quality seal which is located at cap level. The form of the quality seal matches the rounding of the brand logo. In contrast to standard procedures, the quality seals are made out of glossy foil. The adhesive seals are perforated so that an open bottle is clearly identifiable. Slovenia’s Radenska believes that hydration among children is vitally important and water is one of the

best thirst quenchers. Radenska has therefore designed a smaller plastic bottle containing 330ml of Radenska Naturelle mineral water which can be easily carried in a school bag. Non-carbonated Radenska Naturelle has a neutral taste and smell and contains naturally dissolved mineral substances. The label for Radenska Naturelle’s Junior Size is pink and features carefully selected images, which are attractive to children. The labels for Canadian Mineral Water Developments’ Gize are composed of two elements: the product logo and the product description. The product logo consists of a golden maple leaf in a grey circle above Gize. While the maple leaf symbolises Canada, the country of the water’s origin, the colour gold represents the water’s most distinctive feature; its gold filtering. The word Gize, derived from ‘energise’, stands for drive, vitality and energy. The label’s second element, the product description, consists of a gold band that goes around the bottle with the words ‘sparkling’ or ‘still’ indicating the degree of carbonation. On Gize+ bottles, the band is the same colour as the fruit that gives the water its

Love Limited Edition; CCL Label GmbH/Danone; and San Pellegrino Spa/Missoni © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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J.K. Anastasopoulos & Son; Lindoya Verão; Hassia Mineralquellen GmbH; Radenska dd Radenci; Candian Mineral Water Developments; and Iskilde flavour. The label is applied using ceramic screen printing. The design goal for Denmark’s Iskilde was to create packaging that was discreet, elegant, and functional. It was very important that the focus was on the contents, rather than the packaging. Iskilde was to be a gourmet product, not a luxury product. The label is now larger and covers nearly two thirds of the bottle. Iskilde has added a 2D barcode, for interactive communication. When smartphones scan the 2D barcode, a promotional film about Iskilde automatically starts telling the customer about the origin and content of the water. Further interactive activities are planned. Nika Water Company donates 100% of profits to help bring clean water, safe sanitation and education to under-privileged areas around the world. Its label features portraits by Stephen Bennett of children from developing countries around the world. The vibrancy of the portraits is matched with a blue water wave that flows across the entire bottle and is accented with colourful hibiscus flowers. The rear of the label is used to restate the company’s mission to be carbon neutral and donate 100% of its profits to the alleviation of poverty. Norway’s Hansa Borg Bryggerier has recently undertaken a thorough rebrand to elevate Olden as a premium water brand. Olden’s personality is defined as a modern, conscientious brand © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

www.foodbev.com/water Gleneagles, November 2010

WATER AWARDS 21

Best label or decorative finish category sponsored by

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Best new label or decorative finish that acts responsibly. The label chosen embraces the bottle, thereby showing that the water is protected by nature. The outside of the label symbolises the glacier and mountain that protect the water. The contrasting colour on the back shines through and gives colour to the top half of the bottle. Black and white were chosen because they are high impact and differentiate from the competition, while cyan and contrasting colour ensures category alignment. In 2009, Danone’s Evian launched a limited edition designed by British fashion designer Paul Smith. The 750ml one-way bottle is decorated with Paul Smith’s colourful stripes wrapped around the bottle and has a coloured cap. In total, five collectable versions were launched. A combination of both organic and mineral ink application, developed in partnership with Saga Decors, allowed the fun design while making use of the current filling line. This limited edition improved value of the brand and helped emphasise Evian’s youthful spirit. Hatterrall Ridge, the new brand of premium British spring water, is produced by the well established Black Mountain Mineral Water Company. Its name encompasses both the geographical and historical elements of the

water, having been originally produced in Edwardian times from its source on the Hatterrall Ridge. Having resurrected the name, the design brief was straightforward; transform the inexpensive ‘bordeaux’ bottle into a contemporary and desirable product, suitable for the high end hospitality industry. The result is an attractive label that clearly informs the customer about the product’s place of origin, and is simple enough to be memorable both for its visual impact and branding. By using a neck label, the logo has been emphasised and the overall visual impact enhanced. This, coupled with the premium quality of the materials used and the combination of a foil and matte finish, ensures that Hatterrall Ridge has a luxurious feel, making it an attractive proposition for target markets within the UK and beyond. Australian based Frucor Beverages launched NZ Natural Pure Plus to meet consumer demand for water that tasted good, yet retained its health credentials. The labelling reflects the freshness of the brand, and is supported by point-of-sale material including posters, fridge tape and 3D wobblers.

The label for Spritzer + Fibre, launched by Spritzer in Malaysia, provides this functional water with a contemporary ‘no label’ look. The transparent sleeve enables the consumer to see the product inside and shows off its clear appearance, connoting purity and freshness. It is the first time that the manufacturer has opted for this type of label, which ensures that the water stands out from other products under the Spritzer brand. As the water is being marketed as a healthy drink which contains a combination of soluble dietary fibres to promote healthy intestinal function and encourage calcium absorption, the logo on the label shows a ‘plus’ sign, emphasising its value added benefits. This instantly communicates to the consumer that they are getting more than just water from this product, as well as clearly showing the familiar Spritzer band name. The collection of bubbles suggests that the water is invigorating and refreshing, while the use of green, yellow and orange highlights the product’s passion fruit flavour. Italy’s San Pellegrino launched an exclusive S.Pellegrino and Acqua Panna collection concept in 2010 to mark the company’s 50

San Pellegrino Spa Best Restaurants Awards. The new clear glass bottles feature the brand’s famous landmarks to emphasise the extraordinary heritage of S.Pellegrino and Acqua Panna. The detailed etched images on the bottles show the Renaissance Fountain of Acqua Panna and the Liberty Casino of S.Pellegrino. Echo Water was developed to be an environmentally friendly bottled water. The first objective was to make a 100% recycled and recyclable PET bottle - a 100% post-consumer recycled bottle that looked great and was made entirely of previously used beverage containers. With recycling rates in the US at only 25%, the company’s goal was to make the recycling rate for Echo bottles as close to 100% as possible. It decided that educating consumers and getting them more actively involved in the recycling process would be a positive step.

Nika Water Company; Hansa Borg Bryggerier; Saga Decors/Danone; Black Mountain Mineral Water Company; Frucor Beverages; Spritzer; and Echo Beverages

The bottle itself has an arrow wrapped around the circumference, and each individual bottle points to the one standing to its right, sending a clear ‘bottle to bottle recycling’ message. The label is easy to peel off, and once removed, reveals a message educating consumers about the recycling process.

22 water AWARDS

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Best new packaging or manufacturing innovation Chilly from UK based BCB International is an unpowered portable water cooler that provides refreshing drinking water in hot, dry environments. The cooler works by evaporation alone, with the capacity to reduce the temperature of drinking water by up to 25˚C. Water passes through a series of cooling fins that use capillary action to scavenge approximately 3% of the water onto an evaporative surface. The Chilly water cooler provides cold water on demand, but requires no power, uses no refrigerants, consumables or batteries, and does not need any external pre-cooling. It also contains silver antimicrobial protection. The Chilly measures only 22x12x7cm and weighs just 410g. It forms part of a multiuse water carriage system that works in the harshest conditions, clips easily and quickly to most hydration packs and operates completely silently. Scholle Packaging‘s 2PURE is a specially designed film that prevents the formation of severe taint causing compounds that would otherwise develop when ozonated water is put into bags made with standard films. This innovation provides a superior taste profile to all other packaging types, and now has a clear option for producers who ozonate their water to use Bag-in-Box (BIB) technology. It offers high levels of hygiene for

water, as no additional air comes into contact with the product throughout dispensing. The post-consumer solid waste for 10 litre BIB is 39% less than a 10 litre HDPE bottle. This bag combines all the barrier protection that has made Scholle the global choice for water packaging, along with a wide range of tap dispensing options. BioSoluble Solutions has developed an alternative water flavouring delivery system to avoid the issues associated with conventional powder delivery systems, such as powder residue. Water Sensations consist of a patent pending liquid delivery system which comes in a patented bottle-like foil pack. The natural, calorie free flavouring is added to a bottle of water and disperses almost instantly with no shaking or stirring required. The water remains clear, enabling the consumer to have flavoured water without any powder residue. BioSoluble has further developed this novel liquid delivery system to potentially include nutritional active ingredients to further drive the on-the-go vitamin or supplement water concept. The product can deliver the required amount of sports actives, such as L-Glutamine, in the patented foil pack. Consumers can add this flavoured active to their bottled water while working out for better and quicker recovery. The active ingredients will colour

BCB International Ltd

Scholle Packaging

the water, but no shaking or stirring is required. The 5ml patented foil packs contain enough flavouring for a 16oz sports bottle of water and can be carried through airports or anywhere on the go.

at an ambient temperature, reducing the energy associated with pre-chilling. Conventional vending systems can take hours to cool newly loaded products and consequently use more energy to produce cold drinks. It also uses ozone to automatically self-clean at pre-programmed times, eliminating the need for harmful chemicals and costly cleaning visits.

The Green Drinks Company leads the way in micro-packing. Its Pouchlink vending system is a small automated packaging machine capable of producing drinks on demand and filling them into spouted, resealable flexible pouches. The machine has a capacity of 1,000 flat packed pouches. Purified mains water is accurately mixed with high quality aseptically packed concentrates, producing high quality chilled packaged drinks with resealable caps. Carbon emissions normally associated with transporting the bulky water content of drinks are significantly reduced and a 1,000 drink capacity reduces restocking visits by two thirds. Pouchlink uses flash chilling, allowing concentrate to be stored

Danone’s Aqua has developed an innovative closure system for its 5 gallon jug via the bi-injection process. Aqua’s white and blue cap uses a mix of LDPE and HDPE, which are food grade approved. The mix of HDPE and LDPE gives improved sealing and protective performances, and the new cap provides better security, and protection from contamination and counterfeiting. The two colour bi-injected cap with transparent hologram plastic sleeve makes Aqua the only bottled water company using this new technology. The Coca-Cola Company’s

BioSoluble Solutions LLC

The Green Drinks Co Ltd

Danone

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WATER AWARDS 23

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Best new packaging or manufacturing innovation PlantBottle is a significant development in sustainable packaging innovation. Made with up to 30% plant-based, renewable materials, the new bottle uses sugarcane and/or molasses to make monoethylene glycol (MEG), a key component of PET plastic. PlantBottle has the same performance and delivers all of the benefits of a traditional PET bottle. There is no difference in shelf life, weight, recyclability or appearance. PlantBottle packaging has an improved material carbon footprint while also reducing dependency on oil. The bottle is 100% recyclable in the existing recycling infrastructure. Used by The Coca-Cola Company for both sparkling and still beverages, the PlantBottle innovation is a benchmark technical achievement towards the company’s goal of developing a bottle that is responsibly sourced, competitively priced, fully recyclable and made from 100% renewable - plant-based - materials that do not compete with food crops. Niagara Bottling’s new Plant Monitoring System is a data acquisition tool that captures critical manufacturing

The Coca-Cola Company; and Hassia Mineralquellen GmbH

Best environmental sustainability initiative

Niagara Bottling LLC

information, such as machine faults, bottleneck identification, machine interaction and environmental conditions. The monitoring tool has been a critical component to Niagara’s efficiency, quality, and conservation efforts as it tracks faults, conditions and scrap on a real-time basis so problems can be addressed immediately. With up to 50 different machines on the manufacturing floor, the system allows root cause analysis of line inefficiencies to minimise downtime. It also uses regression to predict future failures so plants can proactively plan line improvements. Niagara has taken the standard line monitoring system to the next level by incorporating live tracking of all plant activities. It can now monitor all support equipment, raw materials in silos, electrical consumption of individual machines, and environmental conditions, such as temperature and humidity inside and outside its plants. The packaging design for new mineral water brand Liz from Germany’s Hassia Mineralquellen is reflected in every detail, such as in its new bottle cap. A unique design was developed which extends the conical shape of the bottleneck. The surface of the new cap has been given a stainless steel look to reflect light. The bottle cap is the matching counterpart to the additional spout which is delivered with Liz. The cap consists of two parts: a 28mm PE standard cap, which ensures the physical closing of the bottle. In only one additional work process, the metallic-coloured over cap is placed on the PE cap.

Originally designed for military use, Chilly from UK based BCB International, is an unpowered, portable water cooler that provides drinking water in hot, dry environments. More on page 23. Many companies quantify their carbon footprint as solely the emissions produced during their operations and production. In determining its total carbon footprint, Norway’s Voss takes into account emissions produced at every step. Voss has developed a comprehensive calculation of the lifecycle greenhouse gas (GHG) emissions for all its products, using the non-profit Carbon Trust Methodology. It has accounted for all GHG emissions from all stages of the product lifecycle, including raw material production, manufacturing processes, transportation of materials and products, and ultimate disposal. In 2009, Voss appointed 3Degrees, a renewable energy and carbon offset company, to supplement its existing internal reduction initiatives and enable Voss to become carbon neutral. Since 2007, Voss has reduced the average emissions per case by 10%, largely by the optimisation of manufacturing locations and more efficient packaging. Belgium’s Spadel has launched a new Spa Reine range of bottles with a unique environmental profile in Europe. In 1998, Spa Reine was the first water in the

BCB International

Voss of Norway Benelux to incorporate 25% of recycled PET material into its bottles. But from now on, all Spa Reine bottles will be made of no less than 50% recycled PET - a first in the Benelux for a natural mineral water. The 1.5 litre and 500ml bottles are now lighter: from 31g to 28.5g PET for a bottle of 1.5 litres. Since 1975, the weight of the bottle has reduced by 50%. The labels are also made using recycled paper and printed with vegetable ink. Coca-Cola Hellenic Hungary launched a new campaign in co-operation with WWF to promote the Danube River Liberty Island Freshwater Habitats Restoration project. As part of its CSR strategy, the campaign draws attention to freshwater conservation: where safe drinking water goes hand in hand with rare habitats and species.

Spadel

24 water AWARDS

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Coca-Cola Hellenic Hungary

Coca-Cola Hellenic Greece

As a leader in sustainable development and environmental protection, Coca-Cola Hungary provided €168,000 to launch the programme in 2007, enabling WWF Hungary to submit a tender in 2008 to the LIFE+ fund of the European Union, supporting projects on nature conservation. The project will take five years and over €2 million to complete.

Coca-Cola Hellenic Romania’s ‘Separate Collection’ programme helped construct a legislative framework supporting the Romanian waste management system. It educates the population in separate collection habits and helps achieve national targets set by the EU for the recovery of packaging waste. The campaign made a real difference. In legislative terms, three draft pieces were submitted to Parliament. A waste coalition became an advisory group for the Minister of Environment and for the environment committee of Parliament. Separate collection systems in large cities were extended from 42 to 78 locations, and the quantity of waste collected from the population grew by 25%.

In 2009, Coca-Cola Hellenic Greece’s Avra brand initiated the environmental programme ‘Some Forests Have Their Own Aura,’ driven by the need to reforest areas in Greece after the 2007 forest fire damage. The programme includes: reforestation of five Greek forestal areas with 22,140 trees and their protection for three years; an educational programme reaching 14,154 pupils; and informative ‘Protect the forest’ seminars, open to the public. The programme is communicated through www.avragreen.gr, TV, print, packaging, publicity and in-store activations in co-operation with retailers, including Carrefour.

Coca-Cola Hellenic Romania

Cola System bottles its mineral waters, to the Danube Delta. Activities included: a partnership with the UNDP; training for local authorities on accessing European funds for water protection and conservation; training for 2,500 volunteers from nine cities; reforestation and riverbank cleaning; and a Danube Box manual on biodiversity of the Danube basin introduced in 22 schools along the River Danube. The programme resulted in €2.5 million for sewage systems and filtering stations. Volunteers planted 32,500 trees and collected 70 tonnes of litter. 250 Coca-Cola Hellenic employees volunteered to clean rivers.

radio about protecting and conserving water. The project was co-ordinated with the Slovenian Ministry of the Environment and Spatial Planning, and in close co-operation with Mitja Bricelj, the 2010 President of the International Commission for the Protection of the Danube River. A special website was created to promote and encourage participation, as well as a Facebook page, regular newsletters, canoe trips along Slovenian rivers and strategic media relations activities.

Coca-Cola Hellenic Romania’s ‘Adopt a River From Spring to Mouth’ project was an integrated programme for water stewardship. It aimed to preserve water resources and prevent floods around Dorna, where The Coca-

The ‘You Are My River’ project from Coca-Cola Hellenic Slovenia invited students in nurseries, primary and secondary schools to create adverts for the print media, television and

The Coca-Cola System in Serbia launched a ‘Get Active For Rivers’ programme for for this year’s Danube Day. The Coca-Cola System and the International Commission for the Protection of the Danube River established the Green Danube Partnership seven years ago. The campaign brought together government institutions, local municipalities, NGOs and local communities. Activities included an integrated marketing campaign; student EcoCamp; clean up activities in seven cities; creative workshops; contests; exhibitions and street art events on water use and purification; programmes for people with disabilities; lectures on water protection and recycling; plus water sports activities. The campaign reached over two million people. Over 2,000kg of recyclable waste was collected by more than 260 volunteers from government organisations, NGOs and companies.

Coca-Cola Hellenic Ireland

Coca-Cola Hellenic Slovenia

Coca-Cola Hellenic Serbia

Coca-Cola Hellenic Ireland’s water stewardship initiative consists of a voluntary scheme called Coastcare and an award scheme, the Green Coast Awards. The prestigious awards reward rural beaches for natural beauty, cleanliness and excellent water quality. Coca-Cola’s sponsorship of the Clean Coast programme has led to an island-wide initiative that encourages excellent environmental stewardship, promotes community involvement and preserves and enhances Ireland’s beautiful coastline.

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WATER AWARDS 25

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Best environmental sustainability initiative

Estância e Água da EcoVita Ltd About 130km from Rio de Janeiro, Estância e Água da EcoVita‘s plant is in Macaé de Cima - a village in Mata Atlântica. Sebrae - Agência de Apoio, a Brazilian agency serving SMEs, has awarded the plant for its environmental and social awareness in helping preserve the Mata Atlântica rainforest. It funds improved facilities in schools, providing environmental education and helping adults with elementary schooling. By partnering with the Education and Environmental Departments, EcoVita has established an Environmental Education Centre and a recycling programme, while providing jobs to the local economy. The non-obtrusive design of the EcoVita plant blends in well with its surroundings. It has solar panels and is installing a wind turbine to power the plant and serve the energy needs of the local neighbourhood. Water is recycled on site and waste minimised and properly managed. Bobble, from US based Move Collective, is a reusable, patented water bottle that filters as you drink. For more, see page 12.

In 2009 Niagara Bottling embarked on the second year of its Eco-Air Go Green environmental initiative with the goal of reducing total impact on the environment. The Eco-Air Go Green initiative centres on ‘right’ weighting of the Eco-Air family of bottles, as well as implementation of the Eco-Tracking automated software package. This tracks electricity, natural gas, water, sewer, raw material, and solid waste consumption of the plant. These figures are the reference for future goal setting reductions. The campaign resulted in plastic resin savings of 10 million lbs annually and in CO2 emissions annual reduction of 60 million lbs due to unit plastic reduction. Nika Water Company donates 100% of its profits to help bring clean water, safe sanitation and education to underprivileged areas around the world. Nika is certified carbon free by Carbonfund.org as Nika offsets its entire carbon footprint through supporting a reforestation project in Nicaragua. It has also partnered with schools to finance the purchase and recycling of empty plastic bottles hoping that for each bottle of Nika produced, another is recycled. Finally, Nika is currently transitioning its entire product line to 100% recycled PET. The 500ml bottle is already made from 100% recycled PET.

The Coca-Cola Company’s PlantBottle is a significant development in sustainable packaging innovation. Made with up to 30% plant-based, renewable materials, the new bottle uses sugarcane and/or molasses to make monoethylene glycol (MEG), a key component of PET plastic. For more, see page 24. The problem of water scarcity is becoming more critical all over the world, and Greece is no exception. The Coca-Cola System in Greece (Coca-Cola Hellenic Bottling Company and Coca-Cola Hellas) developed the environmental sustainability programme ‘Mission Water’ to promote actions on integrated water resources management and cultivate good habits and practices for water use and conservation among the public. This resulted in: installation of rain water harvesting systems in public buildings of water-scarce insular communities; educational seminars: protection and recovery of wetlands; and public awareness campaigns. Rain water harvesting systems were installed on eight islands, while volunteers helped collect 1.5 million items of litter. For the 2010 ‘Our Beautiful Sava’ project, Coca-Cola Hellenic Croatia organised several events, press conferences and Sava fairs. 80 exhibitors and 420 performers participated in the project, while the fairs attracted 14,000 visitors.

Move Collective; Niagara Bottling LLC; Nika Water Company; and The Coca-Cola Company

Coca-Cola Hellenic Greece They showcased traditional souvenirs and crafts of the Sava river region with food and drink tastings. The aim was to promote the importance of Croatia’s waters and encourage eco-tourism and sustainable tourist facilities. The ‘Our Beautiful Sava’ project was initiated by Coca-Cola in Croatia with the Ministry of Regional Development, Forestry and Water Management, Ministry of the Sea, Transport and Infrastructure, the International Sava River Basin Commission, and in co-operation with Inland Waterways Agency and Croatian Waters. It aimed to promote awareness of the importance of water resources and ecotourism. Coca-Cola Hellenic Italia is committed to reducing water consumption and reusing it in production, while implementing control systems for the extraction of this precious resource from water reservoirs. In 2009, it used 21% less water than in the previous year.

Coca-Cola Hellenic Croatia

26 water AWARDS

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Click here to subscribe Along with water reduction, Coca-Cola Hellenic Italia also helps protect local watersheds. The ‘ecoTribù mission’ aims to promote a culture of increasingly responsible use of water to new generations. Working together with government bodies, NGOs and others, it supports conservation activities and raises public awareness via projects including: ‘The Mystery of the Disappearing Water’, a book for youngsters giving practical examples of how to save water every day; a water kit containing educational materials targeting primary schools; and The Otter’s House, an interactive display. The Green Drinks Company Ltd leads the way in micro-packing. Its Pouchlink vending system is a small automated packaging machine capable of producing drinks on demand and filling them into spouted resealable flexible pouches. For more, see page 23. Through qualitative research, Nestlé Waters North America discovered that a negative perception of waste resulted in consumers drinking less bottled water. As a result Beverage Marketing reported: “bottled water consumption in the US has declined over the past few years.” In this category, nearly 75% of water bottles are not recycled, - helping to fuel criticism. Nestlé decided to view its business as being under attack, not by other competitors but rather by this perception of waste. This change led it to innovate beyond the

Coca-Cola Hellenic Italia

bottle - seeking partnerships with like minded companies. It partnered with Whole Foods Markets, Waste Management / GreenOps and MDBC to develop a premium product designed with its second life in mind. The result was re-source natural spring water. The partnership with MBDC enabled Nestlé to keep plastic re-use at the forefront. It launched exclusively in Whole Foods Markets. Nestlé also partnered with GreenOps to use re-source branded tracking machines, enabling consumers to return bottles to Whole Foods Markets for collection by Waste Management. Echo Water was developed as an environmentally friendly bottled water with a 100% post-consumer recycled bottle which was entirely made of previously used beverage containers. The company looked at local manufacturing and distributing to make purified water without trucking it from distant sources. Echo also made a commitment to local distribution, refusing to sell Echo to customers that were further than 150 miles away. With recycling rates in the US at only 25%, the company’s goal was to make the recycling rate for Echo bottles close to 100%. It decided that getting consumers more actively involved in the recycling process would be a great first step. The bottle itself has an arrow wrapped around the circumference, with each one pointing to the bottle beside it, sending a clear ‘bottle to bottle

The Green Drinks Co Ltd

recycling’ message. The label is easy to peel off, and reveals a message educating consumers about the recycling process. Acquamara has no adverse impact on the local, pristine, natural environment. It has taken care to have the smallest possible environmental footprint for its distribution operations and shares an existing bottling plant and customer delivery systems. Acquamara uses no energy product modification/alteration processing, and there’s no need for refrigeration. The Ouro Fino Tetra Prisma from Brazil’s Empresa de Aguas Ouro Fino is the first mineral water in the world certified by the Forest Stewardship Council. This certification guarantees that the wood used in the production of the cardboard originates from an environmentally appropriate, socially just and economically viable production process. It complies with all applicable laws of reforestation. Being fully sustainable, it does not degrade the environment and contributes to forest communities. World’s Fresh Waters, together with Waters of Patagonia, present a portable aquifer bag concept called VLBs (Very Large Bags). The goal is to bring massive amounts of the purest waters on

World’s Fresh Waters the planet into the mix of available drinking waters. The project taps surface waters as they enter the ocean so it has no detrimental effect or impact on ecosystemic change. Made of high-tensile polyester fibre (coated broadcloth with linear reinforcement), the VLBs are streamlined pillow tanks, flat when empty, easing the process of construction, and return to source. They are designed to carry freshwater at slow speeds, over long distances and for storage of up to one year at destinations. They can carry up to 450 million litres per bag - pulled by a single 3000 HP tug. Portable aquifer bags have various advantages over desalinised water: cubic metre production at a lower cost; and ocean waters are not contaminated as desalinisation contributes to the creation of red tides and hypoxic waters. The bags also have low emissions and are an eco-friendly water solution.

Nestlé Waters North America; Echo Beverages; Acquamara Ltd; and Empresa de Águas Ouro Fino

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WATER AWARDS 27

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Best ethical or humanitarian initiative The Voss Foundation is dedicated to providing access to clean drinking water to SubSaharan African communities. It helps meet these needs through a unique approach, which ensures local ownership and long-term sustainability through partnerships with trusted local organisations, use of appropriate technology and thorough systems which assess the multiple-water needs of a community.

According to UNESCO, 5,000 children die every day from diarrhea caused by lack of clean drinking water. This means one death every 17 seconds, an alarming development that Love Spring is trying to turn around.

The Voss Foundation was founded with generous support from Voss water in 2008. Voss has aligned its company and philanthropic operations with the same values inherent in its product: pure water from pure resources. Voss is committed to reducing its carbon footprint, from the moment it sources its artesian water to the moment the consumer recycles the bottle. Voss’ support of the Voss Foundation ensures that nearly 100% of each dollar contributed to the foundation is allocated directly to projects.

As the only non-profit provider of bottled water in Denmark, all of the surplus proceeds go towards a Danish children’s charity for humanitarian water projects, carried out in four West African countries: Benin, Togo, Burkina Faso and Mali. Love Spring has already made a difference in the villages of Possotome and Monkpa in Benin by financing water tanks and latrines at a kindergarten and school. New projects are also well underway.

The Voss Foundation’s primary targets are women and children, with a focus on adolescent girls - an often overlooked and under-serviced demographic which is particularly at risk. The projects primarily involve a combination of well-digging, pumping, and piping.

The idea behind Love Spring is the knowledge that when you drink water you are also providing clean drinking water for those in desperate need.

According to UK based Global Ethics, there is a fantastic solution to helping with the major issue of clean water access for all. Buying One Water is a simple idea that is changing the lives of hundreds of thousands of people. This is because all profits from One Water fund sustainable humanitarian projects in developing countries.

Voss of Norway

Love Spring

Global Ethics sells a range of products, which provide communities with sustainable solutions. One Water funds PlayPumps and vegetable gardens. As children play on the PlayPumps, fresh, clean drinking water is pumped into storage tanks for use by the entire community. Excess water is used to irrigate vegetable gardens, giving communities a reliable source of water so they can grow crops, and children have time to go to school instead of spending hours collecting water.

Nika is certified Carbon Free by Carbonfund.org as Nika offsets its entire carbon footprint through supporting a reforestation project in Nicaragua. The company has partnered with schools in states throughout the country to finance the purchase and recycling of empty plastic bottles with the hope that for every bottle of Nika produced, another bottle is taken out of the environment and recycled.

To date, The One Foundation has raised £5 million, changing the lives of over 1 million people in a sustainable manner. Nika Water Company donates 100% of profits to help bring clean water, safe sanitation and education to under privileged areas around the world.

Polsie Zdroje’s Cisowianka brand, in co-operation with Polish Humanitarian Organisation Polska Akcja Humanitarna, runs a campaign called ‘Water for Sudan’. The main purpose is to gather funds for drilling new wells. Cisowianka produces special small bottles (330ml) dedicated to Sudan. The whole profit is

Love Spring; Global Ethics; Nika Water Company; Polskie Zdroje; Nourish Inc; Britvic Ireland; and Acquamara Ltd © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

28 water AWARDS

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donated to drilling new wells which bring safe drinking water to the people of Southern Sudan. Buying one bottle equals 5 litres of water for Sudan. Four new wells have already been drilled in the region of South Sudan, which means clear water for approximately 5,000 people. The second campaign goal is to change attitudes towards helping people from distant countries and cultures. Therefore ‘Water for Sudan’ is also an education programme for schools and universities. The initiative was awarded Best Cause Related Marketing Campaign of 2009 in Poland. Nourish, a female-owned and operated company, has launched Nourish Relief, a nationwide US campaign to send one million units of clean water and bottles to aid vulnerable infants and toddlers in disaster areas. In less than two months, this small company has sent nearly 5,000 bottles to Haiti in co-operation with Childspring International. Nourish has also provided water to victims of flooding in North Georgia, and to children living in homeless shelters in Atlanta, Georgia, since its launch in June 2009. A bottle of Nourish will provide hydration for a young child for a day, while a case of Nourish can feed a baby for a week. UNICEF and the World Health Organisation (WHO) have specifically called for support for the appropriate feeding of infants and toddlers. In February 2010, Britvic Ireland’s Ballygowan - a leading bottled water in Ireland - joined forces with the Marie Keating Foundation (MKF) to launch Ballygowan Pink, a water range dedicated to supporting its work fighting breast cancer. The purpose of Ballygowan Pink is two-fold: to raise awareness of the MKF and

Global Ethics

Belu Water

Vlaskinka (part of Coca-Cola Hellenic Serbia)

its mission to ‘make cancer less frightening by enlightening’; and to raise much needed funds to support the early detection and treatment of breast cancer. Available in ten formats across the grocery and licensed trade, a donation is made to the foundation for every bottle sold.

shares an existing bottling plant and customer delivery systems.

people and 79,850 livestock, and indirectly benefited over 100,000 people and 200,000 livestock. In addition, 106 hand pumps, 36 open wells and 31 ponds had been recharged.

Ballygowan Pink is supported through the ‘B part of it’ campaign, a through-theline communications and consumer engagement platform which has gained not only significant celebrity support but also deeply connected with consumers. Results have been exceptional: achieving 85% product awareness and capturing 4% share of the total grocery water market within eight weeks of launch. To date, over €100,000 has been donated through Ballygowan Pink, with a nine month limited edition to become a permanent feature of the Ballygowan range. Acquamara, the Hebridean culinary seawater, is sustainably harvested from a naturallyreplenished ‘wild’ source. The company has created a brand new cottage-industry with socially valuable local economic benefits, with no adverse impact on the local, pristine, natural environment. In addition, from the outset, it has taken care to have the smallest possible environmental footprint for its distribution operations. It piggy-backs on existing lorry journeys for bulk haulage, and

Acquamara uses no energy product modification/alteration processing, and there’s no need for refrigeration. All Acquamara’s Bag-In-Box packaging is fully recyclable, with the cardboard outers being made from recycled material. Belu Water’s latest project cost £25,000, which was fully funded through its sale of bottled water. It involved rainwater harvesting in the Sambhar Salt Lake area, Jaipur District, India. Korseena, along with other villages in the area, suffer from a lack of potable water. Approximately 100 million litres of rain falls on the Korseena Hill during an average monsoon season, but with no retention method, the water flows into the Sambhar Lake and becomes saline, before permeating into the soil. The solution was to construct a dam, which had to be high enough so that the water would not be contaminated by the ground’s salinity. Community members were elected in committees to select labour, oversee finances, purchase material, and supervise and monitor progress. Rainfall on 3 July 2010 resulted in a water level of 7ft (5.83 million litres), all of which percolated into the soil. As of 23 July, 14ft of water (11.67 million litres) had recharged the hand pumps, open wells and ponds in the area. The 14 month project directly benefited 20 villages, 13,874

In an initiative supported by Vlaskinka - part of Coca-Cola Hellenic Serbia - the first human milk bank in Serbia was established at the Institute/ Hospital for Neonatology in January 2010. Since not all women are able to nurse, successful functioning of the human milk bank is essential for premature babies and babies with serious health problems for whom mothers’ milk is the healthiest food. Rosa water, a brand of Coca-Cola, has recognised the significance of this institution and decided to support the development and equipping of the Human Milk Bank. During the campaign, funds from each Rosa water bottle sold between June and October 2010 were allocated for the purchase of modern medical devices for milk processing and storage, and of a delivery vehicle for collecting milk from donors. The aim of the campaign was to motivate pregnant women and mothers with babies to donate their extra milk, as well as raise public awareness that mother’s milk is the healthiest diet for newborns. The results included: purchasing the vehicle and medical equipment; four times the number of donor mothers; double the volume of collected

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WATER AWARDS 29

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Best ethical or humanitarian initiative milk; an increase of Rosa water sales by more than 10%; over 70 media reports in the first half of the campaign; and more than 18,500 supporters of the project on Facebook.

Deeside Mineral Water is one of the purest, waters in the world, flowing from an ancient spring in the Scottish mountains and has a long history of healthy properties.

Deeside Mineral Water is delighted to be bottling for the water charity, fresh2o. fresh2o’s mission is to reduce poverty, improve health and prevent disease by enabling the provision of clean water for drinking and sanitation purposes globally. Innovative photographer Candice, a pioneer of the underwater portrait, has devised an impactive series of images using celebrity icons with a global presence. Keira Knightley, Lily Cole, Kelly Brook and Judge Jules are among the names whose stunning underwater portraits highlight the essential need for global access to the simplest human commodity. These extraordinary portraits are designed to connect, engage and motivate consumers worldwide, alerting the globe to the fresh water crisis. fresh2o Deeside Water is now available, and income raised is being channelled into communities through partner organisations, whose essential expertise in sanitation and fresh water supply ensures a direct injection of help exactly where it is needed.

H2Om International’s ‘Water with Intention’ is a grass roots, husband and wife owned company and the first nationally distributed water brand which uses 100% post consumer recycled PET from a BPA free non-leach resin. The H2Om brand represents eco-education, world water awareness, sustainability solutions and personal empowerment. H2Om’s mission is to inspire individuals to have daily positive thoughts and intentions, to provide a clean source of natural spring water, to educate consumers on how to keep watersheds and water resources safe and clean, and to align with and support organisations resolving water issues at local, national and global levels. Some of H2Om’s altruistic partners include The Samburu Project, which has drilled 25 wells in Kenya and brought a lifetime of clean water to over 25,000 people; The Love Planet Foundation, which creates world water education events and seminars for schools and eco fairs; and The Emoto Peace Project which is educating children worldwide on the importance of water. H2Om

fresh2o/Deeside Water Company; and H20m International

World’s Fresh Waters

donated water for The Samburu Project’s 2009 World Water Day ‘Walk for Water’ in California; and was the official water for the 25 year anniversary remake of the ‘We are the World - Hope for Haiti’ single at the A&M Studios in Hollywood this year. Easter Island is a perfect laboratory for human life on planet Earth. This Polynesian island in the southeastern Pacific Ocean, is the remotest inhabited land mass. Easter Island suffered a well documented historical collapse of human life based on multiple factors, primarily caused by manmade destruction of the environment. One of the

major causes of the collapse was the introduction of mice, leading to the deforestation of the island. This caused a massive drought and reduced the population of the small island from a community of over 100,000 to 1,000 people in the 1700s. A similar crisis is happening again today due to over taxation of the island’s main water aquifers, which rely on an ever decreasing rainfall, resulting in hydrostatic pressure losses and saline intrusion. This would dramatically affect the viability of the island. World’s Fresh Water, through its Waters of Patagonia subsidiary, will be transporting fresh water from its source at the Southern Patagonia Icefield, using a combination of tankers and patent-pending Very Large Bags in bulk quantities to recharge the main aquifers until they are able to regain their sustainable hydrostatic pressure. This will be funded with large Chilean companies and international foundations dedicated to the environment, in conjunction with the Chilean government. This project could provide an excellent model of how to help other human populations facing increasing global water scarcities.

30 water AWARDS

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Best marketing campaign Highland Spring’s ‘Best Seat in the House’ campaign, launched on the back of its long standing association with British number one tennis professional, Andy Murray, has been a great success. The campaign aimed to boost additional sales by harnessing ‘Wimbledon fever’. Its target was to attract new consumers, and strengthen brand loyalty by rewarding repeat purchase in an engaging and relevant way. Highland Spring invited consumers to get the ‘Best Seat in the House’ by collecting tokens on special packs to redeem against one of four great prizes. Sales and online traffic were very strong and the campaign also included press adverts, special Cash & Carry packs, price promotions and free retailer Point of Sale kits. Highland Spring is committed to getting more British children to adopt better hydration habits and take part in active sport. Through sponsorship of some of the world’s biggest sporting stars, the company captures kids’ attention and inspires them to take up sporting activities. In May 2010, Highland Spring arranged a sports day at Bisham Abbey, Buckinghamshire. Sir Chris Hoy and Jamie and Judy Murray

Best Seat in the House

hosted sessions teaching 42 kids basic skills including riding a bike and serving a tennis ball. The Highland Spring Hot Shots tour, an interactive tennis roadshow helped improve co-ordination and racquet skills. The Golf Foundation and London Saracens community rugby team, also supported by Highland Spring, held sessions, too. The children were given branded t-shirts and stayed hydrated with Highland Spring water throughout the day. A competition was placed in the Evening Standard newspaper and website offering children the chance to win a place on the sports day. Coverage appeared in national, regional and trade press. Media coverage created 13 million opportunities to see. And most importantly, feedback from children and parents was extremely positive, with many committing to continue learning some of the new sports they had experienced. Highland Spring has supported tennis from grassroots to elite level since 2007, helping forge a link between active sport and good hydration. Its sponsorship of Britain’s number one tennis player, Andy Murray, brother Jamie - a previous Wimbledon champion, and tennis coach mum Judy has created a high profile PR

Bisham Abbey Sports Day

and marketing platform for the brand to communicate the positive association with sport and hydration. This is achieved through shirt branding, water provision, international TV coverage, advertising, personal appearances and on-pack promotions. In 2008, Highland Spring became the first commercial supplier in the Lawn Tennis Association’s (LTA) new commercial programme. To strengthen the relationship, the LTA logo features on the 500ml and 750ml sports bottles and Highland Spring for Kids packs. Highland Spring has a strong presence at the international events staged at Queens, Birmingham and Eastbourne in June. This exposes the brand to over 9 million spectators and UK television viewers. The brand will also be the official water supplier to the ATP World Tour Finals taking place at the O2 Arena in London for the next four years. The event, featuring the world’s top eight players, will expose the brand to over 43

Swing into action million viewers worldwide. In summer 2009, Highland Spring and VisitScotland joined forces for the seventh consecutive year to promote Scotland and the finest it has to offer in a fully integrated campaign featuring outdoor, online, PR, and sampling activity. The campaign’s objective was two-fold: increase awareness of Highland Spring’s key brand values and for VisitScotland, increase tourism revenue. The strategy focused activity on a regional basis. London was identified as a key region for VisitScotland opportunities and a key target for Highland Spring.

Visit Scotland

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Best marketing campaign Focusing the advertising on the overground and underground rail networks further concentrated the campaign’s exposure. Scotland has both beautiful scenery and an extensive larder of wholesome and delicious food and drink. ‘The Perfect Setting’ campaign unites these two attributes, giving Londoners a tempting reason to visit, and underscoring Highland Spring’s pedigree. The campaign reached over 750,000 consumers, 65% above target. Nestlé Waters‘ Pure Life brand in the United Arab Emirates recently launched a fully integrated campaign to approach its target segment with a rational yet emotional hook, hence increasing brand consideration. TV is the mainstay of the communication strategy. Pack ‘real estate’ is being used extensively with taste logos and descriptions appearing in all countries. Taste is also integrated in the Nestlé Compass on the pack in some cases. This is a rational approach to drive taste awareness. Point-of-sale is a key touch-point for the category to trigger purchase and close the sale. Call to action messages with a strong link to the campaign are used.

The outdoor channel is being deployed by the markets to brand Nestlé distribution vehicles. This ensures message visibility on the road, serving as a reminder during hot summer days. A radio campaign was developed to complement the TV advertising. To target Isklar Norwegian Glacial Natural Mineral Water’s audience of 24-45 year old fashionistas, the concept of a glacier photoshoot was pitched to Living’s popular television show, Britain’s Next Top Model. The contestants were flown to Norway’s Folgefonna glacier, the source of Isklar, where Isklar challenged them, in -5°C extremes, to their toughest shoot of the series. Isklar styled the aspiring models in specially designed dresses created from Isklar still and sparkling bottles. Branded bottles were also captured behind-the-scenes at various points and Isklar was the sole water provider for the model house during filming. Isklar supported the activity with a strong exploitation programme.

Limited-edition promotional multipacks were created offering consumers the chance to win a Norwegian experience and high street shopping vouchers. This was supported by POS and digital banners, with tailor-made activity in Harrods and Harvey Nichols. A Facebook page was set up with a competition allowing users to upload pictures of themselves and invite others to vote for them to win weekly prizes, along with regular e-shots to retail buyers. Ganic Consumer Products’ recent marketing campaign for the beauty and health sector aimed to show water in a new context. The usual water campaigns work with

facts that are known to many: pristine images of nature and clean environments. But Ganic’s recent campaign aimed to make water fun, with an emotional connection. Ganic wanted to take water out of the ‘always healthy’ corner and give it a fun appeal. Young consumers are increasingly informed about what is healthy and what is not - so addressing this topic in a fun, appealing way seemed the best option. The positive aspects of water are hidden in fun sounding quotes but there is always a connection to sport, health and wellbeing. The campaign included print, billboard and online communication across Germany, the Netherlands, Belgium, Austria and the UK.

Ganic Consumer Products marketing campaign

Nestlé Waters - Pure Life integrated campaign

Isklar - Britain’s Next Top Model

Hansa Borg Bryggerier Olden ‘Untouched’ campaign

32 water AWARDS

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Norwegian mineral water Olden, from Hansa Borg Bryggerier, developed the communication concept ‘Untouched’ as part of its recent rebranding. The advertising talks about modern man and how he has lost touch with the ‘natural wonders of the world’. Olden is here to remind consumers that it is still possible to go back to natural roots and enrich the lives of customers. The launch campaign consisted of adverts which displayed the new bottle and design, while communicating that Olden represents something pristine and natural. Following many years of growth, the bottled water category going into 2009, had suffered a decline. Underlying this move, Highland Spring believed consumers were questioning the merits of bottled water versus tap. Highland Spring believes its organic accreditation places it further away from tap water than any other bottled water brand. Coined as ‘nurturing’, the Iconic Love Campaign would enable it to grow market share by focusing on a much more emotional advertising strategy. The ad campaign showed nurturing relationships popularised in classic films such as Lassie and Tarzan, using images of friendship, loyalty and romantic love.

Best consumer TV/cinema marketing campaign Portuguese consumers have specific consumption moments for sparkling or still water: still water quenches thirst and is served with meals, while sparkling water helps digestion. The Pedras campaign, from Unicer, aims to capture new consumers and consumption occasions by reinterpreting its sparkling nature. The Água com vida’ (‘water with life’), campaign highlights that sparkling water supplies life to those who drink it. The campaign places the product in unusual locations, portraying a new kind of consumer and, above all, associates it with sensations such as lightness, freshness and wellbeing that are not usually associated with sparkling water. Hansa Borg Bryggerier’s Olden brand has recently gone through a rebranding process to position it as a more premium brand. Its communication concept, ‘Untouched’, talks about Olden’s

history and origin and how modern man has lost touch with the natural wonders of the world. The launch campaign consisted of adverts which combined displaying the new bottle and design, while communicating Olden’s pristine, natural image. Polskie Zdroje’s latest commercial for Cisowianka’s Perlage has been billed as a real breakthrough in the Polish market. Instead of the usual arguments about the benefits of drinking water, its campaign presents the charm of city life, highlighting ideas such as energy, youth and style. The adverts show a stylish, independent woman and her ‘friend’ - Cisowianka Perlage. The commercial shows that the city lifestyle has an irresistible charm and that bottled water television campaigns do not have to be dull and refer only to product values. Czech Republic based Kofola Holding’s Rajec brand is

Unicer SA

Hansa Borg Bryggerier

Highland Spring - Iconic Love © Water Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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WATER AWARDS 33

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Best consumer TV/cinema marketing campaign based on the idea of purity. To maintain this image, Rajec never shows people in its advertising and claims that the water comes from nature untouched by humans. Innovations around natural products and flavours have helped boost this image. An advert built on the idea of travelling through a guide to herbs, using traditional animation techniques, gave Rajec Herbs a great stand out image. After the successful launch of Rajec Herbs, Rajec started to introduce seasonal limited editions. For summer, it was Rajec Summer Storm - a mixture of summer herbs. The Rajec Bylinka Summer Storm animation combined images of herbs, rain and thunder to illustrate the brand. Research by Coca-Cola Hellenic Ireland showed that the recent recession in Ireland had changed the ways consumers shopped since Deep RiverRock’s previous TV campaign. The agency was therefore briefed to develop a strengthened brand positioning and TV execution. Television was the lead medium with the role of building cover by frequent messaging and a heavyweight burst approach coinciding with the World Cup. The advertisement is set on a sunny day. It shows a town

Polskie Zdroje

brimming with mischief, a fun place to be and somewhere people want to return to again and again. The advert reflects how drinking Deep RiverRock injects the fun back into life. The town and its locals become the embodiment of this and the river that runs through the town is the metaphor for the life and vitality in Deep RiverRock. The music in the advert has an optimistic energy, which is in keeping with the imagery that is seen. The singer is an up and coming young UK artist Jessie Grace. Isklar’s initial UK campaign made a great impact. Having established itself as a force in the British mineral water market, it was time to reflect more of the brand personality and to exude some of the characteristics that sum up Isklar.

and in the films it is cleverly transformed - along with its contents - into pure, glacial ice. Saka, from Turkey’s Marsan San Gida, believes that its water offers consumers a different experience as it provides more than just the hydrating effects of bottled water. It also contains calcium for strong bones and has a high pH which helps to balance out the body’s acidity levels. Saka therefore markets its product as a health water and emphasises its added benefits which go beyond pure hydration. Nestlé Waters‘ Pure Life brand in the United Arab Emirates recently launched a fully integrated campaign to approach its target segment with a rational yet emotional hook.

TV is the mainstay of the communication strategy - fully supported by on-pack promotion, point-of-sale, and call-to-action messages - all designed to drive taste awareness. The TV advertisement features the slogan: ‘Nestlé Pure Life, Great water. Great taste. Guaranteed by Nestlé’ and focuses on the idea that ‘not eveyone loves water, unless it tastes great’. To support the campaing, the outdoor channel was deployed - including the branding of Nestlé distribution vehicles. That ensured message visibility on the road, serving as a reminder during hot summer days. A radio campaign was also developed to complement the TV advertising.

Isklar’s new campaign, which first aired in April 2010, does just that with confidence and humour. Filmed by Hollywood Director, Kyle Cooper, and crafted by his production house, Prologue, the series of commercials play off Isklar’s glacial roots in a playful, cheeky way. The multi award-winning bottle plays the starring role. The bottle, created by Blue Marlin, encapsulates Isklar’s glacial provenance and purity,

Kofola Holding

Isklar

Marsan Gida San

Coca-Cola Hellenic Ireland

Nestlé Waters

34 water AWARDS