AHA CAnada product launch

Photoshop & Illustrator

There is a growing consumer trend towards health/wellness, but consumers are still searching for flavour experience. Pepsi launched Bubly in 2018 (in Canada), and has experienced fast growth. Coke is not participating in growth of mainstream sparkling water and losing share. Coke is also underrepresented in Quebec Sparkling water whereas Eska and Montellier are game-changers in Quebec.

Objective:
Get competitive sparkling water drinkers + lapsed soda drinkers (age 25-45) to try new AHA by disrupting the flavored sparkling water market with the discovery of the MOST “fruitful” flavour pairings to enliven consumers’ everyday moments.

AHA: is the new sparkling water, thoughtfully crafted with a refreshing burst of natural flavours. Whether you want to feel refreshed, awakened, or renewed, there’s a unique flavour combination that’s right for you.

Deliverables/Mandatories:
The category is becoming crowded. We need to break through at the POS - this can include use of bright colors from the packaging to gain attention.

Natural flavours important to consumers — an understanding that the product is natural/has natural flavours in important, particularly in Quebec.

Communication hierarchy: 1. NEW AHA Sparkling Water 2. Fruitful flavour pairings to enliven everyday moments. 3. No calories. No sweeteners.