and has bottled water’s longtime premium legacy brands - Evian, Fiji, and Perrier, among others - faced with the challenge of keeping up with the times. Evian’s share has gone from about 1.5 percent of the category to 1 percent (small share percentages, to be sure, but this is the high end, after all). Fiji has managed to maintain its share from five years ago – but that’s compared to 2010 – right after the nadir of the category, as concerns about resource-intensive plastic bottles and an ongoing price war between Pepsi, Coke and Nestle Waters North America slowed the overall category progress. Meanwhile, Perrier has lost ground in the sparkling water subset in terms of share, but it remains the leading premium alternative to fastgrowing seltzers and Sparkling Ice. Bill Sipper, Managing Partner at Cascadia brands, a beverage consulting firm, notes some of the inherent difficulties for the category’s veteran players in regards to maintaining their relevance amidst the rise of new and innovative brands boasting added electrolytes, alkaline properties and ‘super hydration’. “These are companies that have always been all about their pristine sources,” says Sipper. “So of course it’s a challenge to stay relevant when the definition of what they are is so tight.” In Evian’s case, its identity is rooted in the French Alps, which takes its water on a 15-year filtration journey through mineral-rich glacial sands prior to its bottling. For Fiji, it’s an artesian aquifer that sits below its bottling facility on the remote Pacific Fijian island of Vitu Levu. Perrier’s naturally carbonated sparkling water is bottled in the South of France near the small village of Vergeze. Because the general nature of water places limits on the extent of innovation possible to begin with, the recent marketing surrounding these brands has placed a major emphasis on their packaging. It’s here where the category’s veteran players have looked to highlight their unique points of differentiation.
50 MARCH 2015 BEVNET MAGAZINE
Change vs. year earlier
Nestle Pure Life
Glaceau Smart Water
Glaceau Vitamin Water
Glaceau Vitamin Water Zero
Sobe Life Water
Capri Sun Roarin’ Waters
SOURCE: IRI, a Chicago-based market research firm (@iriworldwide) 52 Weeks through 12/28/14
In 2013 Evian underwent a bottle redesign for the first time in 14 years as part of a greater effort to reestablish its top positioning in the category and form a new connection with American consumers. Olga Osminkina-Jones, Evian’s Vice President of Marketing, says winning over the 18-34 year old Millenial is a critical component of that effort. “We’re confident that making our target aware of what made Evian an icon - its second-to-none quality and rich history - through the new, award winning bottle design and storytelling, as well as bringing consumer added value in the way we en-
gage with them will keep Evian’s relevance high,” she says. Fiji underwent a facelift of its own at the top of this year, zooming in on the brand’s signature pink hibiscus in what is the company’s first label redesign in over ten years. Clarence Chia, Fiji’s Vice President of Marketing, called the revamp “the first step for us in educating our consumers through our refreshed brand strategy,” the subsequent steps of which will be a $30 million integrated marketing campaign that includes national TV spots, social media efforts, increased online presence, and promotional events.
The March 2015 issue of BevNET Magazine.