Flashback. College days, toting a Vitamin Water “Revive” in my backpack, watching the jocks chug an “Energy” in one sitting and hoping my purple-colored beverage would last me through my three hour Anatomy and Physiology lecture. Vitamin Water: I used to be a fan.
All about Vitamin Water’s new Connect flavor, and find out how their bottle text gets a “social networking” spin from Facebook…
Connect. Vitamin Water’s latest marketing ploy is it’s new Facebook-inspired flavor: Connect. It’s “made by fans, for fans.” This black-cherry lime flavored water boasts “8 key nutrients” and added caffeine. Added caffeine? Haven’t we passed that Red Bull, I need energy now, triple shot at Starbucks trend? I hope so. And as one Facebook commenter, Skipp, noted “I feel like the caffeine kind of goes against what vitamin water is all about….”
I agree Skipp. Vitamin Water’s Facebook page describes their product as “healthy hydration for every occasion.” So, VW is a health-minded (not just marketing-fluffy) beverage? Skipp has the question spot on: what is Vitamin Water all about? Vitamins? Health? A healthy alternative to artificial beverages? I thought so, but now I’m not so sure. And I’m thinking that someone in marketing better figure it our really fast before I start viewing Vitamin Water as just another florescent-colored sugar-water beverage. Or is it too late?…
Connect. The Announcement on VW’s Facebook page:
“Unlike the never-ending debate over whether it’s rock-paper-scissors or paper-rock-scissors, based on your votes and your designs, the latest flavor of vitaminwater has FINALLY been decided… introducing the black cherry-lime flavored vitaminwater named… connect! check out this new package- flavor & ingredients, name & label design- all inspired by you- our fans. it’s got 8 key nutrients plus caffeine. thanks for all your help- especially to the grand prize winner Sarah from Illinois and the four other finalist http://budurl.com/q27w. vitaminwater connect will be available in stores nationwide in march this year- so until then, stay hydrated- and keep your eyes here for news, updates and special offers for connect, including a possible sneak tasting opportunity. and btw… it’s rochambeau!”
Connect. The bottle. After some serious enlarging and squinting at the first online photos of the new bottle I finally deciphered what it says. Here is what the bottle reads:
“We caught you. no denying it. your fingerprints are all over this bottle. after connecting on Facebook, you voted on the flavor & designed the label – it was great having you do all the work! and since you’ve been so busy pretending not to notice friend requests for about 3 days, posting pics of events that you’re still at, and clicking through photos of ‘friends’ you barely know (ever get nervous they can tell?), better crack open this bottle. it’s got 8 key nutrients from vitamin a to zinc plus caffeine to give you some extra energy…because based on last night’s pics, it looks like you’ve got some serious untagging to do.”
So the big question is: Does Vitamin Water’s new Connect beverage “connect” with you? Or are you denying it’s friend request, or better yet, unfriending it all together? (Sorry, I had to.)
*images and bottle text from Vitamin Water’s Facebook Page.
*Connect hits stores in March.
Hmmm….I thought the bright, artificial colors and tastes of VW gave them away way back when? Yes, they definitely know how to market their product, apparently really well – especially to the fitness crowd and 50 Cent's help doesn't hurt either.
If you're interested in something actually healthy other than plain water – check out http://www.herbalwater.com! So many great, satisfying flavors!!! Love it 🙂
This is sadly what happens when natural products manufacturers sell out to essentially unrelated behemoths like Coca-Cola. Product integrity gets compromised and in some cases the mission changes completely. I wish access to capital would become easier so small business wouldn't find it necessary to sell just to keep operating.