aqua_pura_bottle_2010Princes soft drinks is stepping up investment in Aqua Pura natural mineral water with a major relaunch focusing on the brand’s water source in the heart of the Cumbrian fells.

The move will help meet growing consumer demand for British bottled waters – sales of which are showing double digit growth* – and follows research showing that shoppers feel uncomfortable about the food miles associated with some rival brands.

The relaunched Aqua Pura range includes a new logo and brand livery as well as a refreshed pack design featuring striking photography of its heartland in the Cumbrian countryside.

A new strapline – 100% Pure Cumbrian – is also being introduced after research showed that Aqua Pura’s provenance provides a real resonance with shoppers who associate this outstanding area of natural beauty with purity and natural products.

Timed to coincide with the key summer sales period, the relaunch will be supported by consumer press advertising, PR and promotions, along with a new-look website and online communications programme.

It is hoped that the move will stimulate further brand loyalty for Aqua Pura, which is drawn from one of Europe’s largest sustainable groundwater aquifers in the unspoilt Eden Valley – a location protected by the EU as a Special Area of Conservation.

Graham Breed, marketing director for Aqua Pura, said: “For many shoppers the idea that British is best seems to be here to stay, with sales growth amongst British brands outstripping rival European waters.*

“At Aqua-Pura, we’re proud of our Cumbrian roots and the purity of our water source.  By emphasising our British credentials on-pack, we can build on Aqua Pura’s position as one of the UK’s leading bottled water brands and give consumers a clear reason to buy.”

*Source: Nielsen Scantrack, 52 w/e 20/03/2010

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