Clear as vitaminwater

It is not an entirely new phenomenon that consumers look to the products that they eat and drink for guidance with their personal health goals. For the past half century diet trends and nutrition fads have plagued the average consumer.

“Healthy” products are seen as more valuable alternatives and therefor have a better brand behind them than alternatives.

This notion is very evident if one looks at vitaminwater as an example. When Glaceau first introduced vitaminwater, flavoured water marketed as a healthier alternative to regular thirst quenchers, to a wider audience, many consumers looked no further than the advertisements and name of the product for information regarding the health benefits of the drink.

Because consumers have the perception that vitamin water is nutritionally superior, and therefor a healthier alternative, many flocked to purchase a bottle and ease their health conscience.

Recent legal action has struck a serious blow to the brands image. The Advertising Standards Authority ruled in January 2011 that an advertisement for vitaminwater was misleading due to the use of the word nutritious. The amount of sugar found within one bottle of vitamin water, an amount per capita comparable to Coca-Cola, was cited as the basis for the ruling.