The relaunch includes packaging through Turner Duckworth, with new graphics and pack formats. The brand's first dedicated ad campaign is currently being created by Lowe.
PR support includes a show by artist Anya Gallaccio at Tate Britain , which will feature an installation incorporating the brand.
The Malvern revamp is part of the soft drinks giant's planned assault on the fast-growing bottled water market that could also include the launch of another bottled water brand, Bon Aqua, in the UK (Marketing, June 6).
In July Coca-Cola bought Swiss bottled water brand Valser. It already owns the Dasani and Bon Aqua brands in Europe and has an agreement with Danone (Evian) in the US.
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