First fizz, now flavors.
America’s No. 1 premium bottled water brand continues to push the innovation envelope with the launch of smartwater sparkling strawberry blood orange, fuji apple pear and raspberry rose.
The first-ever flavored smartwater offerings in the U.S., which hit stores this week in select cities, were developed following extensive consumer research and taste-testing. Lauren Freedman, smartwater brand manager, said the team wanted its first foray into flavors to be exotic and unexpected – all while staying true to its premium hydration proposition and superior taste.
“Fans – especially Millennials – expect smartwater to be creative, so we knew we needed combinations that would be unique and differentiated, yet approachable,” Freedman said. “We started with more than 20 options and are extremely proud of these three delicious flavors debuting this week.”
The brand and R&D teams took the three flavors from concept to launch in less than a year – a testament to the company’s entrepreneurial, test-and-learn mindset and commitment to innovating quickly. They will be sold initially in half-liter bottles (singles and six-packs) in Boston, Chicago, Los Angeles, Miami, New York City, Philadelphia and San Francisco. This summer, fans nationwide will be able to order smartwater sparkling strawberry blood orange, fuji apple pear and raspberry rose online. Social/digital, outdoor and in-store advertising will support the new flavors under the smartwater “that’s pretty smart” campaign.
The launch comes as more and more Americans are reaching for sparkling water. Flavors accounted for 89% of the revenue growth of Coca‑Cola North America’s sparkling water portfolio, which also includes DASANI Sparkling and Topo Chico.
“Now is the right time for smartwater to tap into this fast-growing category,” said Shannon Richmond, group director, smartwater. “We see an opportunity for the brand to be part of more moments and occasions throughout the day. For all-day hydration, there’s smartwater (still). For meals and entertaining, we have smartwater sparkling and now these exciting new flavors. And for those looking for an active hydration or wellbeing boost, the new smartwater alkaline (ionized for a 9+ pH) and smartwater antioxidant (infused with selenium) provide great options.”
Following a limited launch last fall on the West Coast, smartwater alkaline and smartwater antioxidant are rolling out nationally.
Coca‑Cola offers a full portfolio of sparkling water brands to quench Americans’ thirst for beverages without sugar or calories – but with fizz and flavor – at home, on the go, or as a refreshing companion to a meal. In addition to smartwater sparkling, DASANI Sparkling, smartwater sparkling and Topo Chico – three brands with complementary tastes and personalities that offer something for everyone at different price points and in a range of packages.
In 2018, the company’s sparkling water business in the U.S. was up 19 percent.