Leveraging the positive response to the relaunch of Poland Spring Sparkling, Nestlé introduces Poland Spring’s expanded line-up, which includes six new flavors that meet consumers' demands for exciting bubbly options and alternatives to sugary beverages. The new Poland Spring Sparkling varieties feature flavor profiles that tap into trending tastes, such as the growing appeal of floral flavors. The new varieties include Ruby Red Grapefruit, Lemon Ginger, White Peach Ginger, Blood Orange Hibiscus, Orange Mango and Vanilla Flavor Twist. They appear to be housed in the same proprietary, premium PET bottle design created by Nestlé and Product Ventures for the brand relaunch.
Product Ventures reports that the firm partnered with Nestlé Waters North America to launch the new premium bottle design to leverage the company’s regional spring water brands into the sparkling category. The proprietary PET bottle design is owned by Nestlé Waters NA, and the structural design highlights the movement of sparkling bubbles through a unique upward spiral design that also offers enhanced grip to the consumer. The relaunch campaign used multiple methods of marketing communication, including what Product Ventures says a major focus on TV advertising.
"After the incredibly positive response to the 2018 relaunch of Poland Spring Sparkling, we are excited to maintain momentum with new flavor options," says Yumiko Clevenger-Lee, vice president and chief marketing officer of Nestlé Waters North America. "As we continue to expand our portfolio of unique and healthy sparkling offerings, our core focus remains unchanged and unmatched; simple ingredients starting with the 100% natural spring water Poland Spring has been known for since 1845."
Poland Spring Sparkling is made from 100% natural spring water from Maine, real fruit flavors and refreshing bubbles, reflecting the brand's commitment to using simple ingredients. The six newest flavors add to the existing line of refreshing Poland Spring sparkling flavors, which also includes: Lively Lemon, Lemon Lime, Zesty Lime, Orange, Triple Berry, Summer Strawberry, Raspberry Lime, Black Cherry, Pomegranate Lemonade, and Simply Bubbles. All Poland Spring Sparkling offerings are sugar-free, calorie-free and contain no sweeteners or colors.
Like it did for the relaunch campaign, Nestlé is supporting this campaign with multiple types of marketing communication. Nestlé is rolling out an online campaign for Poland Spring Sparkling’s expanded flavor line in the upcoming weeks that will run in digital and on social channels. Creative assets will lean into nature and highlight the brand's key differentiators—the 100% natural spring water, natural flavors, refreshing bubbles and great taste. You can view the 15-second spot at https://youtu.be/rdxUa1HJlE4
New Poland Spring Sparkling varieties will be available in a mix of bottle sizes as well as 12-ounce cans. The retail distribution strategy includes product sales at supermarkets, club, convenience and chain drug stores in the Northeast region. The products are also available for purchase and delivery through ReadyRefresh by Nestlé as well as on Amazon, FreshDirect and Walmart.com.