Innocent Drinks is relaunching its Juicy Water range under the This Water brand this summer. It will support the changes with a £1m marketing spend.
The new brand will launch with the four Juicy Water variants, which are natural juices mixed with spring water, and new products are planned for later in the year. The ingredients for the waters will be sourced locally where available and do not contain any concentrates, stabilisers or preservatives. Innocent will donate money from each bottle sold to Water Aid to fund clean drinking water projects.
The marketing campaign for This Water will include a sampling campaign as well as digital work and PR.
Innocent says that the move represents a serious commitment to the “water plus” category. Innocent co-founder Richard Reed says: “It’s an area with great growth potential and our feedback from drinks to the brand has been extremely positive.”