New from March: The power of the Volcanic Eifel - Gerolsteiner Ursprung

The Ursprung spring is characterised by its very high natural carbonation, which means that a particularly large amount of minerals are dissolved from the dolomite rock at depth. Ursprung therefore contains 4,441 mg of minerals per litre, including 3,144 mg of hydrogen carbonate, 590 mg of calcium and 167 mg of magnesium. One litre of this Gerolsteiner mineral water therefore already covers three quarters (74%) of the daily calcium requirement and almost two thirds (59%) of the daily magnesium requirement (average values of the daily requirement based on EU Regulation No. 1169/2011 (LMIV) and German Nutrition Society (DGE)). The high hydrogen carbonate content has an acid-neutralising and harmonising effect. This makes Ursprung taste balanced and refreshing. The new mineral water has 6 g of carbon dioxide per litre and is therefore between Gerolsteiner Medium and Gerolsteiner Sprudel in terms of carbon dioxide content. The carbon dioxide is of volcanic origin. The origin from the volcanic Eifel and the resulting exceptionally high mineralisation make Ursprung the epitome of the Gerolsteiner brand's USP, so to speak. Gerolsteiner Sprudel, Medium and Feinperlig are also highly mineralised mineral waters, each containing 2,500 mg of minerals per litre.

Water market: "Special concepts ensure growth"
"Ursprung contributes to our positioning. With this mineral water, we are very close to the core of the brand," explains Marcus Macioszek, Head of Marketing at Gerolsteiner Brunnen, and continues: "Ursprung can benefit from the brand, but the brand also gains from the emotional staging. Through the storytelling that Ursprung enables, we strengthen the differentiation from tap water and help the entire mineral water category with this product," says Macioszek. At the same time, the fountain is underlining its expertise in highly mineralised water, as it has already done with its new product Gerolsteiner Feinperlig (launched in 2021). "We show that even a natural product like mineral water offers room for innovation and choose new ways to make the naturalness and originality tangible," says Macioszek: "Special concepts in the water market ensure growth." A dark label design with rising carbon dioxide bubbles visualises the depths of the volcanic Eifel. The presentation successfully emphasises Ursprung's positioning as a high-quality premium water, as confirmed by market research. Consumers rate the effect of the product presentation as classy and very stylish. The intense and powerful mineral water experience promised by the look fits the Gerolsteiner brand in the opinion of those surveyed.

1-litre returnable glass as a premium container
The 1-litre returnable glass bottle in a handy 6-bottle crate with a central carrying handle is suitable for everyday use as well as for special occasions. The modern bottle was introduced in 2010 and has since established itself as a premium container. With the new addition, the five Gerolsteiner mineral waters Sprudel, Medium, Naturell, Feinperlig and Ursprung as well as Gerolsteiner Heilwasser are now presented in 6 x 1 litre returnable glass bottles. The portfolio thus covers the entire spectrum and offers the right mineral water for every taste. Ursprung has been available in 0.33-litre glass longneck containers in 24-pack crates since 2022. Both containers cover different consumption occasions and distribution channels and appeal to different target groups.

Presence on TV, online and social media - impulses at the POS
Secondary placements with crate plugs and large-format pallet corners as well as POS tools for shelf placement ensure an attractive appearance at the POS. A large-scale campaign for Ursprung will be launched in August, focussing on storytelling. The communication works with a combination of TV, online videos and social media. The centrepieces are a digital spot in online videos and a tag-on to the high-reach TV spot for Gerolsteiner mineral water.