Perrier Vittel has launched a 250ml lunchbox-sized bottle for Buxton Mineral Water, as part of a campaign to persuade parents to reject soft drinks in favour of water, when buying for the school packed lunch.
The packaging has been devised by brand consultancy FutureBrand, and is available as an eight-bottle multipack, with a retail price of about &£1.98.
Rival mineral water Highland Spring has a head start in the children’s market. It is already available in 250ml bottles and has a character licensing deal with Warner Bros for a range of Looney Tunes-labelled water in 330ml singles and six-packs.
Perrier Vittel has been testing its Buxton brand in primary schools under the “Water is cool in school” initiative. The campaign was launched in October 2000 by medical charity the Enuresis Resource and Information Centre (ERIC) and aims to increase schoolchildren’s access to and consumption of drinking water on health and learning grounds. Buxton is not an official partner of ERIC.
Buxton took over from Diet Coke as the official on-court drink at Wimbledon last year.