Packaging
Propel unveils new enhanced experience
Monday 20. April 2009 - New products offer added flavors, antioxidants and nutritional benefits; Packaging now more environmentally responsible
Bringing a new wave of excitement to the enhanced water category, PepsiCo ( PEP ) is re-launching Propel , a low-calorie, nutrient enhanced water beverage designed to help hydrate and nourish the body’s momentum. With just 10 calories per serving , Propel is available in a variety of great-tasting flavors and most contain antioxidants (vitamins C and E) and B vitamins.
In 2009, the brand is modernizing its look, packaging, flavors and portfolio offerings, including adding a new great-tasting blueberry pomegranate flavor to accompany existing grape, kiwi-strawberry, berry and lemon. Propel is also introducing new 500 mL packaging with 33 percent less plastic and 30 percent less label than the previous 500 mL bottle. From an energy saving standpoint, this packaging change is the equivalent of taking 6,800 cars off the road (or eliminating 37,450 metric tons of greenhouse gases) a year.
The brand is also launching two new sub lines with added nutrients:
Propel Body ä – Available in peach mango, Propel Body contains 10% of the daily value of fiber. A high fiber diet helps fill you up. Propel Body contains 20 calories per 8 oz serving. The additional 10 calories comes from ingredients with fiber.
Propel Mind ä – Available in black cherry, Propel Mind contains antioxidant vitamin E plus choline, an essential nutrient in the brain. Propel Mind contains 10 calories per 8 oz serving.
“We are excited to offer a fresh new spin on a category leader, as Propel is an original that helped launch the entire vitamin-enhanced water beverage aisle,” said Danielle Vona, vice president for Propel . “With an enhanced portfolio of products and a new eco-friendly look and design, Propel is providing those on-the-go with a great tasting, low-calorie enhanced water with antioxidants and now with additional nutrient options.”
To support the 09 platform, Propel will launch a fully integrated marketing campaign that celebrates Propel as the perfect enhancement for a streamlined life. The campaign – called “life. propelled. ” – includes television and print advertising, digital communications, retail displays, and grassroots marketing initiatives. New flavors and packaging are in stores now in 20-oz. and 24-oz. single bottles and 16.9-oz. 6-packs and 16.9-oz. 12-packs at grocery, c-store, mass and drug stores nationwide. Propel will continue to be available in powder form as well.