The investment in the brand scotches rumours that Nestle Waters is to focus the bulk of its promotional spend on the UK launch of its long-delayed Aquarel brand. The launch, which was expected last year, was shelved following distribution problems with its Buxton brand.
Nestle Waters has appointed a French design agency to revamp the range, which will hit the shelves this spring. The company is expected to invest heavily in promoting the overhaul across Europe in a campaign that will use non-traditional media.
The new look will run across the entire Vittel portfolio including its flavoured range, which launched last summer and is set for a dedicated marketing push this May.
The pan-European relaunch comes at a key time for Nestle Waters, which is facing not only competition from new entrants to the market such as Britvic's Drench, but also increased investment by Danone, the biggest bottled-water producer.
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