Glacéau, what does it mean?• Glacéau stands for a “fresh new approach to

water” … or in other words, their products are inspired by nature and enhanced through science so they hydrate you with something truly good for your body (unlike all garbage you’ve been drinking that you thought was good for you)

www.energybrands.com

Mission Statement• Glacéau’s mission is to provide you with

responsible hydration options that are natural, free of sodium, artificial sweeteners, chemical preservatives and other ingredients that are hard to pronounce

www.energybrands.com

Company History• Glacéau, formed in 1996 and based in

Whitestone, N.Y., is the maker of Vitaminwater, Fruitwater, Smartwater and Vitaminenergy.

• Founded by founded in 1996 by J. Darius Bikoff after a water scare in New York City gave him the idea to market alternatives to ordinary bottled water.

vitaminenergy

smartwater

fruitwater

vitaminwater

brand• every bottled water

brand making the same product

• clear bottles with pictures of mountains and streams

brand• electrolytes =

smartwater

• fruit flavoring = fruitwater

• vitamins + colors = vitaminwater

brand• reuters:

2006 – $355 million 2007 – $700 million

• bought by coca-cola for $4.1 billion, more than 9 times year’s revenue

marketing: an overview• innovative design• outdoor advertising

– billboards and deli posters

• numerous celebrity endorsements• numerous athletic endorsements • cameos and publicity• commercials

design • clean, modern, and sleek design

• labels that complement the color of the water• witty commentary on the labels

celebrity endorsements

athletic endorsements vitaminwater

commercials