06 Jul 2015

Coca-Cola Amatil (CCA) has launched a new bottle design for its Mount Franklin still water.

A spokesperson from CCA told PKN the design was led by the Mount Franklin brand team in collaboration with a handful of local design agencies.

The new visual identity has been designed for extra stand-out on shelf, and is in line with the brand's premium positioning in the still and lightly sparkling category.

The updated bottle features modern, clean lines and a shape meant to reflect the “quality and purity” of the brand, according to the company. Its fluid curves evoke water and movement, and it's been made to fit smoothly and comfortably in the hand.

“While the bottle shape has evolved slightly over a number of years, the unique new bottle with modern, clean lines is certainly the most distinctive and eye-catching design Mount Franklin has launched to date,” said the spokesperson.

It is also a lightweight bottle and 100 per cent recyclable.

Group marketing manager Victoria Fraser said the company wanted a higher profile for the water brand this year.

“We will significantly increase our media investment in the Mount Franklin brand by 30 per cent [in 2015] versus 2014,” she said.

“The health and wellness macro trend is continuing and Mount Franklin continues to be a convenient and easy choice for Australians.”

A multi-phased nationwide marketing campaign will roll out this month, including out-of-home (OOH) advertising followed by an integrated marketing campaign leading into summer.

The RRP for Mount Franklin products remains the same across the portfolio.