Spadel to relaunch Reine brand in U.K., Holland, Belgium

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BRUSSELS--Belgian mineral water producer Spadel is planning to relaunch its flagship Spa Reine still water in a blue contoured plastic bottle for its core markets in the U.K., Holland and Belgium.

Spa's smooth, transparent plastic 1.5 liter bottle will become a blue-colored and contoured. Black and white colored labels replace blue and white ones.

The brand makeover, scheduled for Oct.15, will not initially affect glass bottles, which are primarily targeted at restaurants and bars.

A buyer at one leading Belgian supermarket says:"It seems as though they want the brand to look like the super-premium waters, but to keep it in the main branded segment of the market."

No one at Spadel was available to comment officially about the relaunch by deadline.

The redesign was carried out by Brussels design house Design Board and TV ads have been produced by local agency Air, according to local press reports.

Copyright October 2000, Crain Communications Inc.

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