What has the feedback been on Lindoya Verão Kids since its launch last year?
Cesar Dib: Being an innovation in the Brazilian market, the 24cl bottle of Lindoya Verão Kids has been warmly received and has achieved success beyond our targets. Young women in particular have loved buying the product.
Are children getting the message about the need for hydration in a clear and consistent manner in Brazil?
Dib: New laws being introduced in some Brazilian states now forbid the sale of ‘junk food and drinks’ and instead promote healthy, nutritional snacks and beverages. This has encouraged more bottled water to be sold in public and private schools, which in turn has made parents more aware of the need for their children to keep properly hydrated and to choose water as a healthier drink to consume.
How did your small-pack bottled water products fare in 2008?
Dib: Traditionally, the 50cl is the biggest selling pack in our product portfolio, ahead of 1.5 litres, 30cl, and 5-litre formats. It’s also interesting to note that we are ranked within the top 10 largest water companies in Brazil in terms of bulk water products (10-litre formats and above).
Are you investing heavily in marketing activities?
Dib: We have been engaged in substantial above-the-line marketing activities within the past 12 months. We have sponsored many sports activities and fairs (marathons and gym events), medicine and health congresses, fashion events (producing labels in co–branding), and in the past year we have also launched e-business on our website, advertising on other important portal sites and activated email marketing.
Lindoya Verão already produces sparkling water, fitness water and a line for kids, so what else is in the pipeline?
Dib: We have a project under way, but we can’t reveal any more details. When it’s completed in the near future, we will shed more details. So watch this space!
Cesar Dib was interviewed by Bill Bruce for Water Innovation magazine. Bill Bruce is group editorial director at Zenith International Publishing.
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