Sparkling Water: Sparkling ICE steals share from Perrier
In sparkling waters traditional category leaders Perrier and San Pellegrino are under serious pressure from Sparkling ICE, which by July 2013 had doubled its market share to 19.4% in 12 months, with clear gains at the expense of its Nestle Waters-owned rivals, and without spending a cent on ads.
While Affinnova analysts report that the brand lags behind Perrier and Sunny D’s Sparkling Fruit 20 in terms of overall design effectiveness, they say Sparkling ICE tied with Perrier for conversion or convincing consumers to purchase.
The US public sees Sparkling ICE as ‘spirited’, ‘honest’ and refreshing’ and were drawn to its mention of added vitamins and antioxidants.
“With increased distribution and advertising, Sparkling ICE has the potential to gain even more share as it is already able to generate strong consumer interest through design alone,” Affinnova writes.
