Badoit Launches Signature Sparkling Water into Sleek Cans
New packaging format targets consumer demand for on-the-go drinks experience
Naturally sparkling table water partners with modern packaging format for new drinks experience: France's beloved Badoit unveils three signature waters in Ball's 33 cl sleek can format.
The new packaging format, available in retail shops throughout the country, is a strategic move by Badoit, a brand previously committed to the glass bottle since its start in 1837. Understanding the demands of today's consumer, Badoit has introduced its water into the sleek format to meet the growing trend of on-the-go consumption. The can's ease of transportability and optimized weight, coupled with its premium appeal, make it the format of choice to target consumer between 25 and 35 years. "Listening closely to our customers, we have noted that the diversification of gastronomy and current eating habits have lead to an increased demand for on-the-go formats. At the same time, customers want the brand's signature design," said Linda Neu, Brand Director at Badoit. "This is what we offer today with Badoit's sleek can."
Tapping into new markets
Holding a share of 15,4 percent* of the French sparkling mineral water market, Badoit teamed up with Ball, one of the world's leading beverage can manufacturers. The aim was to create a package that is practical yet continues to uphold the distinctive heritage of the brand. "The cooperation between Badoit and Ball is the result of an intensive exchange of ideas and a past rich in shared experiences," said Philippe Vanhelst, sales manager at Ball Packaging Europe. "Badoit Rouge," a naturally sparkling table water as well as "Badoit Citron" and "Badoit Citron Vert" - two varieties of sparkling mineral water flavored with lemon and green lime - will be the three beverages to launch in the can. "Being light yet highly robust, our sleek can is the right choice for those seeking easy transport for their beverage," said Philippe Vanhelst. "In addition, the slimmed down shape of the can is distinctly modern and effectively speaks to the refined tastes of the Badoit consumer."
Featuring Badoit's brand identity redesign (2012), the eye-catching cans boast vibrant coatings in red (Badoit Rouge), green (Badoit Citron Vert) and yellow (Badoit Citron), significantly adding to the dynamic overall appeal. "With these trend-driven cans now on shelf, we are excited to share yet another success story of the can in the water market. The packaged water sector continues to be a strong performer across Europe and we welcome more trailblazers like Badoit in recognizing the potential of the can in their product mix," Philippe Vanhelst concluded.
*Source: Information Resources, Inc. (IRI)