Nov
2
Vitamin Water
Posted by: alexeymanov | November 2, 2010 | Leave a Comment
There are many hilarious commercials every now and then, but only small number of them actually work, and vitamin water is one of these lucky brands that made these type of advertisements work positively towards their company image. These short paragraphs on the side of the bottle always make me smile. So how is it that they managed to do that? Well from my point of view the secret – is they didn’t go too far like some of the Trojan condom commercials, and they aren’t awkward too (you laugh at the joke not at the clown). So they positioned themselves really wisely by approaching same customers (soda/pop buyers) with the new product, as well as approaching the new market of “water buyers” with another healthy beverage, which also has taste to it (you can’t actually find anywhere on the bottle that it is part of coca cola, they created the separate brand Glaceau, which also sells smart water). Vitamin Water, in my opinion, has one of the best marketing approach in the whole beverage industry. I think Coca Cola gave its’ marketing department very little restrictions on that project and so far it turned out really well. These hilarious paragraphs on the side, funny commercials with Steve Nash and other celebrities, the lack of web site (their primary web site is a face book page!!), even small things like good looking bottles, give this company a lot of charisma. And brand’s charisma in my opinion, is the deciding factor for companies success in non-alcoholic beverage market.
P.S. It again proved me how valuble marketing can be.