Competitors

In the information pack that was provided with the brief they have compared the sugar content of the drinks below;

• This water
• Drench
• Vitamine Water
• Volvic Touch of Fruit
• Pure Pret
• Neuro Water

I also believe that because they are advertising their drink as sugar free fruit juice that they will also compete with 

• Innocent Smoothie
• Corpella
• Tropicana
• Sainsburys / Tesco own line of fruit juices

I need to look at the way the their competitors advertise, and how effective it is. Innocent smoothie I believe is the main competitor as they are now a huge brand and advertise that their products are also 1 of your 5 a day, no additives, sugar free and very healthy. Just like the brief asked; Innocent use a fun, playful and slightly cheeky tone of voice when talking to the customers, it gives the drinks an almost childish character and mimics the 'innocent' nature of the brand and product. This is something that we need to concentrate on perfecting.