Wednesday, April 7, 2010

Will Vitaminwater be successful with a segmented approach?


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.

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. Retrieved April 6, 2010, from

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