It was probably inevitable that a bottled-water brand eventually would be aimed squarely at the teenage cohort that is becoming more and more enamored of the segment as they supplant the Pepsi Generation. And now PepsiCo's own Aquafina brand has been first to jump on the idea.
PepsiCo has unveiled an expanded, revamped lineup for its Aquafina FlavorSplash brand with an eye toward attracting 13- to 19-year-olds to the billion-dollar product line, the company toldAdvertising Age.
"We haven't done an awful lot with the trademark, aside from pure water," Simon Lowden, CMO for Pepsi Beverages North America, told the publication. "This is a space that's really interesting, and one that's set for future growth."
As is the case with their use of smartphones and digital technology, fashion, and in so many other areas, American teenagers are finding their own groove in their beverage preferences as well. Soft drinks are nearly passe. And while sipping Starbucks still lends a patina of adulthood and energy drinks fuel many occasions, simplicity and healthfulness have become the watchwords for many teen beverage purchasers.
Mixed in with fun, that is. So Aquafina FlavorSplash are candy-colored sparkling beverages accented by similarly colored labels with oversize, casual fonts calling out the flavors' names, the magazine said. Kiwi-strawberry, for instance, is "Color Me Kiwi," while "Peelin' Good" is an orange-citrus flavor. The sparkling flavored water contains B vitamins and zero calories, and the line also extends to liquid drink enhancers, ala Kraft's MiO, which are also calorie-free.
Lowden wants the products to appeal to teens while also having the nutritious halo that will get their mothers to buy the product for them. And of course, in one form or another, FlavorSplash's customers will keep on trying to repeat that pattern—especially the second part of it—until it just doesn't work anymore.
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