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Cadbury Schweppes is relaunching its Cool Ridge still spring water brand, with a brand refresh that will hit Australian shelves this month (June 08), incorporating a new pack design and a new product positioning.

The new packaging has been developed to maintain the ‘natural’ heritage of the brand which consumers previously associated with the image of a blue waterfall. On the new pack, this has been translated to a pebble surrounded by flowing water, providing Cool Ridge with a cleaner, fresher look and increased stand-out on-shelf.

The new brand positioning has been developed to emphasise the fact that Cool Ridge is and always has been locally sourced Australian water, and aims to differentiate the brand from competitors by reinforcing that Cool Ridge is simple, quality Australian still spring water with no gimmicks or pretentions.

The brand refresh will be supported by a PR campaign that focuses on ‘honesty’ and aims to respond to some of the unusual claims made about water in a number of areas.

The relaunch will also be supported by extensive investment in point of sale solutions and sampling. Sponsorship opportunities focusing on initiatives that make a difference to Australians and Australian water resources will also be explored.

Darryn Wallace, Director of Beverage Marketing for Cadbury Schweppes said that a brand refresh for Cool Ridge was a very positive step: “Cool Ridge has always been a strong performer within our stable of beverages. It has very broad distribution in a category which continues to grow year on year. And with the improved shelf presence of the new pack design, we expect to see solid growth.”

Sales figures reveal that bottled water is growing in popularity in Australia, with an increase in consumption of 10% per year for the past six years .