vitamin water campaign book
DESCRIPTION
ADPR 1400 campaign book.TRANSCRIPT
ADrenaline{ presentation by }
2 ADRENALINE
THE
TEAMAlison Mancuso
Jordan Calgaro
Colleen Henley
Chris Weiger
Joe Buzzelli
Shannon Spears
ADRENALINE 3
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
1617
4 ADRENALINE
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.
ADRENALINE 5
{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
ADRENALINE 7
• 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.
ADRENALINE 9
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.
10 ADRENALINE
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.
ADRENALINE 11
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.
12 ADRENALINE
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.
ADRENALINE 13
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.
ADRENALINE 15
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.
16 ADRENALINE
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.
ADRENALINE 17
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