Market research carried out by Aqua Optima 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.
The brand, part of Strix Group, has made substantial moves towards offering a more sustainable portfolio – including manufacturing its products in a solar-powered factory. All its water filters are now fully recyclable via its relationship with TerraCycle and its latest appliances, 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 new 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.
