Innocent rebrands Juicy Waters range as This Water

LONDON - Smoothie company Innocent is to rebrand its Juicy Waters range as This Water, following a review conducted by the health drink manufacturer's design agency Pearlfisher.

Innocent's decision to rebrand Juicy Waters was taken to emphasise the drink's "nothing but fruit" ethos, and follows 2005's packaging redesign, which was also handled by Pearlfisher.

The agency was asked to create a new name for Juicy Waters, and chose This Water because of its flexibility and adaptability for future on-pack phrases.

Pearlfisher said This Water would "communicate with short, sharp phrases describing the various flavours, ethics and benefits of the water".

Richard Reed, co-founder of Innocent, said: "Collaborating with Pearlfisher has been an exciting and rewarding process for us. They've worked really hard with our creative team to come up with our creative team to come up with an innovative new brand that offers real stand out."

This Water will appear in supermarkets and independent retailers in the UK from May 7.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More