Will Vitaminwater be successful with a segmented approach?

4/7/10

After a sales volume decline of 22% last year, Vitaminwater has decided to take a new approach. (Bauerlein, 2010)

First they targeted New Yorker’s with a local campaign focusing on individual neighborhoods.














And now they are targeting binge drinkers by touting the brand as a hangover cure, on the NCAA finals no less.

http://www.youtube.com/vitaminwater?WT.srch=1

Which leaves us with two questions: 1. Will the FTC allow it? 2. Will it work? Time will tell. What about you? Do you plan on buying a bottle of Vitaminwater the next time you pick up a six-pack?

Bauerlein, V. (2010, April 5). Vitaminwater, the Day After. Wsj.com. Retrieved April 6, 2010, from
http://online.wsj.com/article_email/SB10001424052702303450704575160280077022428-lMyQjAxMTAwMDAwNDEwNDQyWj.html