Re-Phocus: Brand Debuts New Look Amid Nationwide Expansion

Seeking “a little more pop on the shelf,” caffeinated sparkling water brand Clear/Cut Phocus has introduced refreshed packaging, which is rolling out now amid a nationwide expansion for the Kentucky-based brand.

The new cans feature a cleaner graphic design with more saturated coloring and the added slogan “Naturally Energizing Sparkling Water.” According to CEO Todd Creek, the “O” in Phocus has been made to look like an electronic power button in order to communicate the brand’s energy positioning and “Clear/Cut” has been dropped from the front label.

“We’re with Big Geyser in New York and we are in a lot of the bodegas in singles, so you really need to pop and we felt like we could enhance our branding,” Creek said. “And that’s what we’ve done. It hasn’t materially changed as far as the theme itself, but the font is larger, we’re sticking with the kind of tea leaves and the neat angles and the matting of the can which are unique to our premium branding.”

Launched in 2018, Phocus was an early-to-market caffeinated sparkling water; each 11.5 oz. can contains 75 mg of caffeine and L-theanine. However, as the sparkling water category has grown over the past three years — up 22.8% to $3.3 billion in the 52-week period ending February 20 according to Nielsen — more brands have introduced energy and added functionality to the space, including Limitless (KDP), AHA (Coca-Cola), Bubly Bounce (Pepsi) and Perrier (Nestle).

Creek said he believes the emergence of more caffeinated sparkling waters validates Phocus’ position. As well, he noted the brand’s use of L-theanine gives it a point of differentiation from rising competition.

The company has also sought to build on the blurring category lines between traditional sparkling waters and functional beverages. Creek noted that the brand sits in different sets depending on the retailer. Sparkling water’s move towards functionality, he noted, may also help it encroach on shelf space for CSDs.

“My prediction is that a lot of the chains in the next couple of years are going to reconfigure, and you’re going to see a lot of the energy/functional kind of take over some of the soda space,” he said.

The brand refresh comes as Phocus prepares to add over 1,000 retail doors in the next 90 days, including 600 Publix stores, Safeway/Albertsons in Seattle and regional retailers such as Huckleberry’s, Metropolitan Market and Ingles. In the Northeast, the brand will add Shop Rite stores. The expansion bring’s Phocus’ total distribution footprint to about 3,500 stores nationwide.

According to Creek, the company is currently hiring sales team members in the Northwest and the South. As well, the brand is working to grow its DSD network, including with The Odom Corporation in the Northwest.

This spring, Phocus will be adding several new soda-inspired flavors, including Cherry Cola and Root Beer, which Creek said are set to roll out in May and will accompany the brand’s existing Cola flavor in variety packs. Other fruit flavors, Mixed Berry and Crisp Apple, which will follow in June.

Phocus’ move towards CSD-inspired flavor profiles reflects a growing flavor innovation push in the sparkling water category. Earlier this week, Ugly announced it was adding several soda style flavors to its permanent lineup, following a year of monthly limited runs.

“I think that more than ever, the customers, especially the millennials, are fully aware of what is in the beverages they drink and in the food they eat,” Creek said. “But a lot of them still have that nostalgia of that taste when maybe when they were younger, when we’re drinking the Coca-Cola’s and the Pepsi’s of the world before they knew better. Now they don’t have to sacrifice that nostalgic taste to enjoy our beverage.”

To promote the new branding and flavor launches, Phocus is initiating several new marketing campaigns, including a Teacher Appreciation Month giveaway that allows consumers to nominate a teacher in their life to receive a free case of the product. The campaign will be accompanied by social and digital ads.