ADrenaline{ presentation by }

2 ADRENALINE

THE

TEAMAlison Mancuso

Jordan Calgaro

Colleen Henley

Chris Weiger

Joe Buzzelli

Shannon Spears

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OF CONTENTSTABLE

EXECUTIVE SUMMARY

KNOWLEDGE INVENTORY

BRAND POSITIONING

A DAY IN THE LIFE

CREATIVE EVALUATION

OUR CREATIVE STRATEGY

OVERALL BRAND ASSESMENT

BIBLIOGRAPHY

45-7

8-1011

12-1415

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EXECUTIVE {SUMMARYVitaminwater is a leading brand in the vitamin-infused beverage category. With competition from

drinks such as SoBe Lifewater, Gatorade and sodas, there is a great need for a strong brand positioning.

Vitaminwater targets a large demographic of people (mostly women ages 23-28) and as a result,

vitaminwater has a far stretching marketing campaign to keep the current target consumers happy

with the brand, give them information on new events, as well as draw in consumers from different

target markets. A high quality brand positioning will allow a product to stand out above all other

competition. Vitaminwater is currently positioned well, aside from a few things.

Currently, vitaminwater has a great advertising campaign running in the mass media. However, there

seems to be some confusion about which demographic is specifically being targeted. In print ads,

vitaminwater uses celebrities as well as “average Joes” to highlight the fact that vitaminwater works

for everyone. These ads tend to focus more on the male demographic. Television commercials, on the

other hand, focus more on females, causing confusion among consumers. Labels on the bottles as

well as the colors of the beverages themselves also tend to be driven more towards females because

of the various shades of pinks, oranges and yellows.

Vitaminwater has a line of zero-calorie beverages as well as the regular vitamin-enhanced beverage,

and not many people are aware of the line. Marketing strategies need to include more ways to

inform consumers of the no-calorie beverage. Currently, there are a few holes that need to be fixed in

vitaminwater’s brand positioning.

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{KNOWLEDGEINVENTORY

{ the company }

Based in Whitestone, New

York, Glacéau, otherwise

known as Energy Brands, is

owned by Coca-Cola. The

company, which was started

in 1996 by J. Darius Bikoff,

started out with the desire to

create a better alternative to

water other than juice or soda.

Smartwater was introduced

the same year and contained

electrolytes to enhance

the water. Their popularity

soon grew and introduced

Fruitwater in 1998 and

vitaminwater in 2000.

Glacéau’s website states

the company is “a fresh new

approach to bottled water

that is inspired by nature

and enhanced by science”

(Glacéau). The company now

manufactures four different

water enhanced products

including the recently

introduced vitaminenergy.

Vitaminwater is a great-tasting, healthy

enhanced water that is packed with

nutrients” (Glacéau). Since 2000,

vitaminwater has had a fair market share of flavored

water, going up against competitors like Propel and

Gatorade. The drink contains vitamins such as C, B3,

B5, B6, B12 and E, as well as electrolytes and citric acid.

Over the years, vitaminwater has had more than 15

flavors, each containing a set of well-executed vitamins

to apply to a specific need. For instance, the flavor

“Essential” focuses on vitamin C intake and also serves

as source of calcium. A study done in 2006 by Miami

Research Associates found that the drink, Power-C, was

actually absorbed quicker and contained more vitamins

than a meal of ground beef, potatoes and an orange. The

focus of vitaminwater is to be the alternative to soda and

sport drinks that tastes better, has lower calories and is

better for you.

“

From our research, the target market for vitaminwater is a

young, professional woman. Fresh out of college, she works in

a big city and does not have time to be as healthy as she could

be. She’s busy, she works out sometimes, but her diet is not

especially healthy. To her, vitaminwater is the perfect alternative

to that orange in the middle of the day or the correct serving

of vegetables with dinner. The bottle design, the colors and the

names also appeal to the young, professional woman. From our

survey, the amount of females who participated greatly

outnumber the amount of males.

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YOUNG WOMEN23-28 YEARS OLD

CO

MPE

TITI

VESETOver the years, brands

similar to vitaminwater have hit the market,

including Propel fitness water and SoBe Life Water.

In 2006, Glacéau filed a lawsuit against

PepsiCo, the owners of SoBe Life Water, claiming

that their packaging was too similar to that

of vitaminwater. Propel claims that it not only has vitamins, but also antioxidants that help

protect the immune system and contains a minimal amount of

calories. SoBe Life Water also includes vitamins and

minerals and contains about the same amount of

calories as vitaminwater. We’ve learned through

survey research that more people are inclined

to choose Gatorade or regular water over choices

like vitaminwater, Life Water or soda.

TARGET AUDIENCE

STRENGTHS

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• Celebrity endorsements

• The interactive nature of the brand

• Label design

• Social Media (Twitter, Facebook, etc.)

• Good market share of beneficial/

flavored water

• Accessibility

• Drink content called into question

• Website is currently down

• Lawsuits

• Price

• Lack of diversity within celebrity

endorsements (mostly athletes)

• Expand their target market to

“average” people rather than those

who are athletically inclined

• New flavors

• Develop website

• Downplay bad press with new

studies promoting benefits

• More ad placement in magazines

and on television

• Competitors (Soda, Gatorade, Propel,

SoBe Life Water, etc.)

• Bad press surrounding the current

lawsuit

• Weaker brand essence

WEAKNESSES

OPPORTUNITIES THREATS

BRANDPOSITIONING

Vitaminwater is the trendy, convenient alternative.{ SINGLE-MINDED IDEA

What comes to mind when you think of vitaminwater?

If you were to give the product three tags to

describe it as a whole, which words would you

pick? While there are a tremendous amount

of words that could adequately describe vitaminwater, we at

Adrenaline do not settle for adequate. We found

three words that truly bring our product’s brand essence into perspective.

These words will allow you to picture the product in your head exactly as we

describe them.

The first word is light. When you drink a bottle of

vitaminwater, you will feel refreshed, hydrated and best

of all, you will not have that full, bloated feeling that

you might after drinking a carbonated drink like soda.

Not only do regular vitaminwater flavors leave you

feeling light , but vitaminwater recently came out with

vitaminwater Zero, which is “packed with vitamins, not

calories.” Available in seven flavors, vitaminwater Zero

is a healthy alternative to other more sugar-loaded

beverages. You will only find natural fruit sugars in this

drink. So what are you waiting for? Grab a vitaminwater

and float away with it’s light, refreshing taste!

light.

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trendy.The second word, trendy, describes

the consumer and the brand very well.

Vitaminwater is currently the front-runner

in the vitamin-infused beverage category,

and with its ingredients, allows consumers

to travel away from those sugary beverages.

Vitaminwater became popular primarily

because of several celebrities endorsing

the product. Consumers saw trendy

celebrities like Sarah Jessica Parker drinking

vitaminwater and the spark ignited to the

rest of the world. The man who created

vitaminwater is a local New York resident,

and as a result wanted to create a trendy

brand. Witty anecdotes are displayed on

the side of each bottle of the beverage and

provide a bit of humor for consumers. People

who consume vitaminwater are perceived as

“hipsters,” and the product is being released

in foreign countries that are wildly known

for their trendy fashion and lifestyle.

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fresh.Last, but not least, fresh describes

vitaminwater perfectly. When you take the

first sip of a brand new bottle of vitaminwater,

your taste buds will explode with freshness.

The taste is crisp, delicious and refreshing.

Vitaminwater combines the fresh taste of

many different kinds of fruits, with water

and vitamins in order to keep your immune

system healthy and strong. Survey results

show that many vitaminwater consumers

believe that the fresh taste is what keeps

them coming back for more. Not only are

the tastes of vitaminwater fresh, but also the

brand itself is constantly refreshing. Certain

flavors are discontinued and replaced by

newer, fresher flavors that will draw in more

consumers. You never know the direction

vitaminwater will head in with their flavors,

which keeps things exciting and fresh!

light, trendy, fresh.

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TARGETIN-DEPTHCurrently, vitaminwater is targeted toward women,

ages 23-28. These women are chic, trendy, driven

and content with their lives. These women are active

and energetic and seek to be fit. Still young, these

women love to go out on the town with their best

girlfriends after a hard day’s work and meet for drinks

or dinner. Women who drink vitaminwater tend to

be very sharp, and enjoy watching an intellectually

stimulating television show before bed, but on

occasion they can still enjoy a reality television

show just like the rest of the world. These women

are empowered and are driven by the thought of

success and happiness in their lives. Vitaminwater is

a beverage that they can count on throughout the

day that will keep them hydrated, focused and stop

them from indulging in a can of soda, which will fill

them with artificial sugars and the carbonation that

makes them feel very bloated. In this new movement

the world has taken towardhealth and wellness

advancements, vitaminwater is the clear choice for

women aged 23-28 to keep them moving forward

with their goals.

Psychographics of the consumers of vitaminwater

reflect the brand very well. Typically, vitaminwater

consumers are concerned with keeping fit and

being healthy. They are chic, well-educated, driven,

lighthearted and of course have a great sense of

humor. These consumers see the fun in life, but at

the same time they are driven to succeed and keep

up with its ever-changing ways. Vitaminwater is the

perfect alternative for them to other drinks.

POSITIONINGCompetition in the beverage industry is fierce. Each year, more and more beverages are being created, so how does a company stay at the top of the list? In today’s world, people are becoming very concerned with their health and wellness, and at the end of the day the company that does the best job of creating and marketing a beverage that will quench the thirst of the globe as well as keep them in good shape will see the most growth and success.

Vitaminwater has several large competitors that they should keep an eye on. Products such as Gatorade, Propel, SoBe Lifewater, regular bottled water brands and several others on the top of the beverage line. Additionally, vitaminwater is still in large competition with all of the different soda brands because people crave delicious flavors in drinks. However, vitaminwater has been successful because of their ability to create interesting, fun and light-hearted packaging and is advertised in simlar ways. These tactics caught the attention of consumers who are looking for the same elements in their lives and share the same values and interests as the brand. There are several opportunities for vitaminwater to grow and expand their already successful advertising tactics.

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A DAY IN THE LIFE OFamy goodman

Her alarm clock goes off at 5:00am every morning but it’s a struggle pulling herself out of bed. She’s trying to get to the gym in the morning because she’s started this new workout plan for the hundredth time, but she thinks she can stick to this one if she can ever get out of bed. After hitting the snooze button three times, she finally drags herself out of bed and drudges to the bathroom. After getting dressed and applying her favorite

eye shadow and lip gloss, she looks at the clock. It’s 6:15am. Too late to head to the gym or to take a run. She grabs a banana, muffin and a vitaminwater

Revive and heads out the door.

Chicago traffic is killer and after taking the Metra and the CTA, she arrives at Chase bank in the knick of time. It’s now 7:58am–just enough time to clock in without being late. The job is okay, it’s an entry level position as a client service administrator. The job is pretty nice for a new college graduate and she gets to work closely with customers, so she doesn’t mind it too much. Around lunch she grab a burger and heads to the vending machine. She wants to eat better, but it’s so difficult. To make herself feel a little bit better about her unhealthy habits, she grabs another vitaminwater and tries the new flavor, Connect. She’s impressed

as it certainly beats the sugary drinks she is used to.

After work, she decides to take a walk down Michigan Avenue and ends up at Water Tower Place where she spends more money than she should. She grabs something from one of the fast food places and instead of buying a Snapple, she drinks the vitaminwater from the vending machine. After shopping, she takes the CTA to meet friends for drinks and finally catches the Metra back home. It’s about 10pm so she snuggles up on

the couch, watches Grey’s Anatomy and heads to bed around 11pm just to wake up and hit that snooze button for as long as she can.

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CREATIVEEVALUATION

The vitaminwater brand is light, trendy

and fresh. Their use of creative campaigns is

one that is visible and out there for their target

audience and consumers. They are doing

well with the large amount of competition of

different sport and energy drinks because of

their ability to create innovate, new, fresh and

interesting media and ad campaigns.

The creative of the product itself communicates to the consumer exactly what vitaminwater wants

him or her to know. The packaging of the product includes colorful labels and information that is enjoyable

for the consumer to read. The product has interesting flavors and each flavor differs in their vitamins, source

of energy, etc. This type of communication with the consumer, one that is directly on the product and in the

hands of the consumer, clearly communicates the message they want to send.

Each flavor of vitaminwater is persuasive because the information on the product label is meaningful

to each individual flavor. For example, vitaminwater RockOn Water, used when in need of energy, says, “be the

go-to person in your late-day status meetings.” Another example is vitaminwater Morningbell, which says,

“beat sunrise to the punch.” That flavor is ‘essential.’ The flavor that is used to revive, Epicnightwater, says “for

the days you wake up on the wrong side of the bed, minus the bed.” Other flavors, Power-c, XXX and Connect

each have similarly interesting taglines and descriptions that are compelling to the consumer and innovative

in their concept.

Their 2010 media campaign, titled “Amusement” was something that interests the target. The use of

popular, mainstream music that is with the target, Kid Cudi, interests them and is something that is new

and fresh. This campaign also included a popular interactive website, which is currently not accessible.

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The use of celebrity endorsements in the advertisements was

something that was memorable and probably persuasive to

some consumers.

Vitaminwater is confronted with the problem of

competition by many other major brands of similar product.

Their campaign is different, but there could potentially be a

problem with the brand being remembered and having the creatives break through and stand up over the

competition. The use of celebrities, music, humor and innovative tactics are all used to probably step up over

the competition and be the memorable brand. Consumers who are looking for the elements that this product

offers, such as energy, vitamin c and revival, are interested in the brand and the elements of the creatives

attract their attention.

Despite the competition, vitaminwater

needs to stay consistent and strong in their

motives in order to stay at the top of the list.

In a world with people concerned about their

health and wellness, vitaminwater markets a

brand that is focused on quenching thirst as

well as keeping people healthy and in good

shape. When marketing a brand, it is important

to stay consistent, and vitaminwater does that

with their marketing strategies. Their media

campaigns, print campaigns, labels on the

product, online interactive campaigns and

even their Facebook and Twitter pages are

all cohesive and are executed with the same

motivation and idea behind the brand. The

brand involves the consumer in many ways

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from reaching out with social media to designing the new

label and picking the new flavors. This is also a way to stay

consistent with the brand essence, stay visible to consumers

and stay memorable.

Vitaminwater offers something that the competition

does not. It is not the same drink as Gatorade, SoBe Life Water

or other drinks. Vitaminwater does a great job demonstrating

its core values of a lighter alternative to other beverages

with a spin of freshness. From the colors of the labels to the

interactivity in their innovative websites and Facebook pages,

this brand is trendy, fresh and light. However, there is still

plenty of room for improvement as far as cohesion goes.

Considering the target that we are working with,

vitaminwater is present in their lives. It is accessible to them

and based on age and other demographics, vitaminwater’s

creative campaigns speak to the target. Vitaminwater is

placed in vending machines in offices, gyms, stores, etc.

and for someone who is busy working, staying healthy and

on the-go, vitaminwater can intersect easily in a consumer’s

dayto-day existence. This is why Adrenaline is marketing the

product as one that is a better alternative to other beverages.

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OUR CREATIVE STRATEGY

Our strategy is to produce creative that has a better focus on the target audience. The current vitaminwater creative consists of a wide variety of ads and the target is not clear by looking at some of their ads. We want to appeal to young professional women by emphasizing that choosing vitaminwater is no longer a question because it is the alternative to sodas and juices. All you have to choose is the flavor. Let’s face it, one less decision to make sounds pretty nice.

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OVERALLBRAND ASSESMENT

The vitaminwater brand currently has a good mix of positive and negative attributes associated with

the company. The first thing we recognized as a positive attribute is the accessibility and variety vitaminwater

offers to their consumers. They have provided a wide variety of flavors of the product so the consumer has a

lot to choose from. However, with this arises the brand’s major weakness. Their efforts in trying to broaden

their marketing tactics left vitaminwater unfocused. Vitaminwater should consolidate some of their products

and focus on the ones that are most popular. There are a lot of varieties that are not sold in every store and

have a small amount of popularity among consumers. Reevaluating which flavors appeal directly to the target

would be a good first step for vitaminwater.

Another important feature of their advertising is the amount of celebrity endorsements they have. Most

of their commercials involve a celebrity that helps consumers remember the brand because they associate it

with that person. But there is a strong lack of diversity within the celebrities they use. Vitaminwater promotes

a product which is not necessarily designed for just athletes like Gatorade does. However, they use many

athletes to promote specific flavors. They have some musicians in their commercials, but that is about as far

as their celebrity base goes beyond athletes. The brand should consider branching out to other areas like film

actors. Using popular characters from television shows and movies would help change up their advertising

and also promote the idea that their product is for everyone.

The last positive attribute vitaminwater has is their strong social media connection. Their web

relations are run mainly through Facebook and Twitter. This helps tremendously today when most of their

consumer base is using these sites. Posting videos and starting campaigns from their Facebook page has

been quite effective. It creates a strong bond with the consumer and also gives them a chance to interact

with vitaminwater. However, a downfall to this is that the company does not have an official website. This

is extremely unprofessional. Running directly through Facebook is acceptable for a good portion of the

consumers, but not for everyone. It is very disappointing to search vitaminwater on Google and find that only

links for Facebook come up. Other products under the Glacéau brand have websites, so vitaminwater should

work on reinstating theirs. Integrating ideas from Facebook like keeping it interactive for the consumer would

be a key attribute that should be looked into.

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BIBLIOGRAPHYCharles, G. (2010, August). M&S’ Vitamin Water comes under fire. Marketing,3. Retrieved December 5, 2010, from ABI/INFORM Global.

Glaceau. (2008, March). Glaceau’s boring history. Retrieved from http://www. glaceau.com/

Miami Research Associates, Initials. (2006, September 26). Clinical study proves vitaminwater works. Retrieved from http://www.npicenter.com/article/Research/ Clinical-Study-Proves-vitaminwater-Works.aspx

PepsiCo’s SoBe Life Water: A Marketing 50 Case Study - Advertising Age - Print Edition. (n.d.). Advertising Age - Ad & Marketing Industry News. Retrieved November 15, 2010, from http://adage.com/article?article_id=132434

Robbins, J. (2010, August 5). John Robbins: The Dark Side of Vitaminwater. Breaking News and Opinion on The Huffington Post. Retrieved November 5, 2010, from http://www.huffingtonpost.com/john-robbins/the-dark-side-of- vitaminw_b_669716.html