Aqua Optima unveils new branding

Aqua Optima has unveiled a fresh new look as it seeks to strengthen its position as a sustainable water filtration specialist and appliance brand and highlight the importance of sustainability in water technology.

Market research carried out by the brand has revealed that the audience for water filtration products and appliances is becoming younger and more diverse, as consumers look for new routes to being more eco-friendly.

Aqua Optima, part of Strix Group plc, has made substantial moves towards offering a more sustainable product portfolio – including manufacturing its jugs and appliances in a solar-powered factory. All its water filters are now fully recyclable via its relationship with TerraCycle® and its latest appliances, powered by Strix technology, are designed to reduce energy and water waste.

Laverne Eldridge, head of finished goods sourcing and category marketing at Strix Group, said: “With rising household bills there is a very heavy focus on sustainability and reducing water and energy consumption. Our parent company, Strix Group plc, is a world-leading innovative and sustainable technology business, so we are well positioned and are currently the only brand combining water filtration and dispensing appliances.

Elisa Bellero, head of brands & marketing communications at Strix Group, added: “The new look and feel for the Aqua Optima brand is fresh and we believe it will engage both families and the younger audience, who are very switched on to the benefits of water filtration products both for themselves and the planet.”

The refreshed Aqua Optima branding will be supported by a digital and print advertising campaign, consumer marketing campaigns and in-store POS and display support being made available over the coming months.

The rebrand coincides with the recent launch of the Perfect Pour collection, a range of two water filter jugs and an 8-litre fridge-friendly water dispenser.

The Perfect Pour collection has been developed using consumer insight and feedback, with 80% of those surveyed expressing a desire for a water filter jug that is easier to fill and pour from. Central to the design of the Perfect Pour jugs is therefore an easy-fill sliding fill lid, situated at the front to allow quick and easy top up, plus they dispense at less of an angle than traditional water filter jugs, delivering a consistent flow with no glug or drip.

The water dispenser features a built-in elevated stand to allow it to be used on counter tops, a sliding front fill lid which eliminates splashing when filling and the need for carrying, plus a nested jug which also simplifies refilling. It also includes dual filters for ultra-fast filtering.

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