The idea is simple. We have a beautiful bottle. But this bottle is hidden by a shrink film. This shrink film stands for a lot of micro stresses for our consumers: it’s hard to open, not aesthetic in a kitchen once it’s opened, it generates wastes… How can we remove this shrink film to drive consumer convenience while enhancing the pure design of our bottles? A simple idea but a real challenge and a breakthrough innovation. We are launching a worldwide premier multipack based on a new technology.

In collaboration with a global innovation leader in packaging, we launched a world premier solution which replaces shrink film with specially developed adhesives – a few transparent dots bond bottles together to form multipacks. A key packaging challenge was to maintain robustness for logistics while facilitating the separation of bottles from the packs. The handle, based on consumer and ergonomic insights, brings marketing and pack strength. Also, bottle orientation builds brand presence.

The new solution reduces packaging material weight, adds functionality, and highlights the transparent aesthetic of our bottle as a symbol of our natural mineral water’s purity. We combined breakthrough technology, with thorough packaging design and consumer insights to improve our brand experience.

The premium water market is constantly changing and, packaging is a major point of differentiation and valorization. This new pack with no shrink film is a vector of differentiation and desirability.

Thanks to this new Prestige pack, we drive consumer convenience while enhancing the transparent and aesthetic design of our bottles as a symbol of our natural mineral water’s purity. It’s a perfect match between a breakthrough technological solution, consumer insights and brand positioning.

That’s probably why 1st results are so positive. Both consumers and retailers are very enthusiastic:

- a very attractive concept : convenient, aesthetic, less wastes)*

- with a highly rated usage : transportation and opening more convenient than current multipacks*

- and which reinforces our brand image: strong progression on many dimensions including innovative brand, premiumness, purity… *

*source: In Vivo Test, France, January 2015