New Zealand manufacturer, Water Buddies, is targeting Australian parents with a drink developed for a disgruntled bedtime child.
Water Buddies, a water-based drink with a low sugar count, used a cute research insight to develop its new glow in the dark packaging.
“The glow in the dark idea came from a mum on Facebook who mentioned her son loved taking Water Buddies to bed with him,” says Sian Leonard, MD of Water Buddies.
The problem with this little fan was that he continued to wake his mother up during the night due to misplacing his favourite drink.
Enter Water Buddies’ new glow in the dark packaging: a range of easily found bottled drinks stocked in both IGA and Woolworths.
Water Buddies launched in Australia in October with a range of instore promotions, including aisle wobblers and gondola end displays.
Stephen Keogh, Water Buddies’ national business manager for Australia, says its success comes from the creation of a “new segment or sub-segment instore”.
“The brand is currently sitting within the water category, but we are really the first to create this niche segment as the first children’s water based beverage.
“We represent 100 per cent of the kids flavoured water beverage segment and will continue to position Water Buddies in this way.”