In 2009, the brand is modernising its look, packaging, flavours and portfolio offerings, including adding a blueberry pomegranate flavour to accompany existing grape, kiwi-strawberry, berry and lemon.
Propel is also introducing new 500ml packaging with 33% less plastic and 30% less label than the previous 500ml bottle. From an energy saving standpoint, this packaging change is the equivalent of taking 6,800 cars off the road (or eliminating 37,450 metric tonnenes of greenhouse gases) a year.
The brand is also launching two new sub lines with added nutrients:
“We’re excited to offer a fresh, new spin on a category leader, as Propel is an original that helped launch the entire vitamin-enhanced water beverage aisle,” said Danielle Vona, vice president for Propel. “With an enhanced portfolio of products and a new eco-friendly look and design, Propel is providing those on the go with a great-tasting, low-calorie enhanced water with antioxidants, and now with additional nutrient options.”
To support the 2009 platform, Propel will launch a fully integrated marketing campaign that celebrates Propel as the perfect enhancement for a streamlined life. The campaign, called ‘life.propelled’, includes TV and print advertising, digital communications, retail displays and grassroots marketing initiatives.
New flavours and packaging are in stores now in 20oz and 24oz single bottles, and 16.9oz 6-packs and 16.9oz 12-packs at grocery, c-store, mass and drug stores nationwide. Propel will continue to be available in powder form, too.
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