• Brandweek, Monday, June 5, 2006 12 PM

Bottled water marketers, sensing an opportunity now that sugared soda is being removed from most schools, are rushing to develop new products that kids will think are cool. Companies large and small are jumping on the trend, including Nestlé Waters, known for its regional spring products including Poland Spring and Arrowhead. The company is launching rocket-ship shaped, 11-oz. bottles of spring water under the Aquapod brand nationally. "It's a big land rush now that carbonated soft drinks are getting the boot from schools," said Gerry Khermouch, an editor at Beverage Business Insights."What's tricky is there's a dual target: you want to offer something kids want to be seen with while also getting past moms." Animated ads proclaiming, "Aquapod spring water. A blast of fun," will flood Nickelodeon and other popular kids' channels beginning June 18. The ads target 6- to 12-year-olds and are intentionally irreverent. Another bottled water marketer, Cott, signed a deal with Disney Pixar to create a line of purified waters, flavored waters and fruit drinks, which will roll out throughout the summer.

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