Coca-Cola launches water brand Aquarius in the UK

Coca-Cola is expanding its presence in the functional drinks market with the launch of new brand Aquarius in the UK.

Aquarius is a low-calorie range of flavoured drink that Coca-Cola claims contain minerals (zinc and magnesium) that help performance. The launch will be supported by an integrated marketing campaign, running from the start of May, that uses the tagline ‘Put back what life takes out’. It is targeted at “consumers leading busy and constantly varied lives”.

“Aquarius provides a new great tasting option for everyday moments when you are looking for a revitalising way to hydrate, with added minerals”, Jon Woods, general manager of Coca-Cola Great Britain and Ireland, said to Marketing Week.