Is Vitamin Water as Good as It Sounds?

Sarah Henderson

Overview Company history Marketing Strategies 50 cent ad’s Target Market Controversy Vitamin Water Analysis

Company History

•J.Darius Bikoff, a crazy health nut first conceived of the idea of Vitamin Water in 1996

•By 2002 the Glaceau line of waters were top selling enhanced water brand in the United States, with Vitamin water being it’s top selling product

•In 2006 the company earned $ 350 million in revenues

•Sold to Coca-Cola May 25th, 2007 for 4.1 billion dollars

•It is estimated that 50 cent made around 50-100 million dollars from his endorsements with the company Glaceau

Marketing Strategies•Have a product that serves to

the general public that is becoming increasingly health conscious at a good price

•Have a product with variety - 15 different flavor's and designs

•Promote the product through attractive packaging, bright labels and witty comments on the labels

•Celebrity endorsements to promote the product - 50 cent, commercial - Formula 50, Kelly Clarkson, and Shaquille O’Neal

50 cent promoting his own “brand” of Vitamin Water

•Individuals who are looking to be healthy and look for a quick and convenient fix to hydrate and take vitamins

•Tweens - Ages 13 and up

•Generation Y and X (18-30)

Target Market

Controversy•On January 14, 2009, the Center for Science in the Public Interest filed a class-action lawsuit against Energy Brands.

•The suit alleges that the marketing of the drink as a “healthful alternative” to sode if deceptive and violation the Food and Drug Admin guidelines.

•The consumer group states “according to CSPI nutritionists, the 32.5 grams of sugar in each bottle of Vitamin water is actually promote obesity, diabetes, and other health problems than the vitamins in the drinks do to perform the advertised benefits listed on the bottles.”

•Coca-cola dismissed the suit as "ridiculous" and an attempt by the group to increase its readership

“The way that vitamin water is marketed and positioned it’s made to look more healthy that other sugary beverages, but it’s not – it’s still just a soft drink,” said Margo G. Wooton, Director of Nutrition Policy at the Center for Science in the public interest.

“Adding vitamins and minerals to junk food doesn’t make it healthy.”

Glaceau Vitamin Water

AnalysisListed on the label all components are 2.5. Which means you would have to drink less than half of the

beverage to get what the numbers say on the back.

If you drink all of the bottle which is mostly the case then you will

have to times each number by 2.5

Right away the packaging is misleading to the consumer

There are 13 grams of sugar in one serving, therefore meaning

that in a complete bottle of vitamin water it contains 32.5

grams of sugar!

In comparison to coke which has 39 grams of sugar! The sugar

found in vitamin water is found from a refining process that means that it contains no

nutrients or vitamins to benefit our health!

This sugar only acts as a source of energy and goes straight into the

blood flow.

-32.5 grams of sugar-- 100 - 120 calories

-39 grams of sugar- 140 calories

References

-Website 1 - http://recipes.howstuffworks.com/vitaminwater.htm-Website 2 - http://www.scienceline.org/2007/12/03/ask-intagliata-vitaminwater/- Website 3 - http://en.wikipedia.org/wiki/Energy_Brands

Any Questions?