The Innocent Drinks sub-brand (Juicy Water Ltd shares an address, and a whole lot of history, with the smoothie maker) used to be called Juicy Water, and changed to ‘This Water’ back in April 2007.
The original rebrand followed a review conducted by Innocent’s design agency Pearlfisher. At the time, the agency said This Water would ‘communicate with short, sharp phrases describing the various flavours, ethics and benefits of the water’.
The Innocent Drinks website proudly said, ‘Our juicy water drinks are changing. They’re going to be called This Water, and the launch of our new baby brand is only days away now. We’ve got plans for This Water – we want to do more with water than just add juice. But we’re starting off nice and steady, with our classic juicy water recipes wearing posh new This Water labels’.
Yet, sometimes, branding fails to tell the required story, and while This Water may have made a reasonable job of ‘communicating the ethics and benefits of the water’, it maybe lost its way in telling consumers that it was ‘juicy’.
Of course, things has changed for Innocent since 2007, as it’s now part of The Coca-Company Company, and perhaps a renewed focus on juicy water is no coincidence, as Coke’s Glacéau unit has reintroduced Glacéau Fruitwater in the US.
Fruitwater was one of Darius Bikoff’s original Energy Brands Glacéau products, launched in 1998, predating Vitaminwater.
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