Flavored Enhanced Water: Metromint is ‘rising star’
Transparency Market Research forecasts that this category will grow from $17bn to $36.7bn in 2019, so the potential is there – Affinnova said small brands threw up a few surprises in its audit.
The surprise laggard was Nestle PureLife Splash, which underperformed on brand characteristics – ‘natural’, ‘unique’, ‘modern’, ‘premium’, ‘cool’, ‘spirited’, ‘fun’, ‘refreshing’, etc. – and only posted a positive score for familiarity.
“On standout the package fell below the indexed average for holding attention and finished sixth for conversion. The design also undercut the brand on all but one key personality trait,” the analysts wrote.
SoBe Lifewater “dramatically outperformed” every other package for shelf standout, Affinnova said, though they hinted that the brand could improve its natural cues, while the distinctive lizard logo polarized consumers.
Small brand Metromint Goodberrymint emerged as a rising star in the study – its packaging design brought it positive feedback on 8/12 key personality traits, allowing it to gain ground on bigger rivals SoBe and Vitaminwater.
