Innovation tracker: a bottle full of fitness


Fitness goals are not easy to achieve and many people, especially at the beginning of the year, try to boost their motivation levels and set new challenges for themselves. The manufacturer Bibita is helping them to shrink the disparity between expectations and reality with the launch of Dum Dum Fitness Water.

This mint-flavored sports drink with L-carnitine and stevia comes in a dumbbell-shaped PET bottle that perfectly fits into the hand and is easy to grip. With the central body smaller in diameter than the ends, it is designed to be used during workouts. With its relatively big 710ml size, it can be easily used as a real dumbbell and can be topped up with water once the drink is finished to use for future exercising. In addition, embossed decorations at both ends of the bottle prevent it from rolling and make the pack very stable when left on the floor.

"Packaging with such integrated form and function is both practical for sports-oriented consumers and distinctive on the retail shelf for everyone," according to packaging analysts for GlobalData. "The word 'fitness' is part of the brand name and is quite visible on the transparent bottle, which also communicates the clarity of the product, described by the manufacturer as 'made from high purity water drawn from base mountain wells 180m deep with added L carnitine to help reach your fitness goals'. We have already noted smaller dumbbell-shaped bottles used for You Us Smart Cleanse Smoothie by GS Retail in South Korea," Urban adds. "Dum Dum Fitness Water, found in the Czech Republic, can be seen as the application of this type of packaging to a different category. Will there be any more bottles in this style? It seems very likely."