Photos: Ray Ally
Bottled water sales have dropped in the US due to the recession and consumer concerns about environmental issues of using plastic bottles. This has led manufacturers to look to Asia for growth, where demand for safe hygienic water is rising. The latest brand to enter China is Glacéau’s Vitaminwater, a fruity vitamin enriched drink with comes in a kaleidoscope range of colours and flavours.
From New York Now In Beijing, is the tagline being used at promotional stands around Beijing. In my office building last week the promotion drew a large crowd of young office workers eager to try the next new thing. All you had to do was spin the wheel and see what free flavour you could receive. My spin ended up on the mystery triangle, so I was lucky to get a free bottle, as well as Vitaminwater branded glass.
Glacéur Vitaminwater was originally launched in New York in 2000 and became the top selling enhanced water brand in the US. In 2007 it was sold to Coca Cola for US$4.2 billion in cash, to enhance its portfolio of non-carbonated brands. The brand went international in 2008 launching in the UK and Australia amongst others before coming to China at the end of last year.
The Vitaminwater brand has very strong look and feel, which has broken out of the ‘blue zone’ of typical water packaging. The use of black as a core brand colour allows the flavour and product colours to stand out, creating a striking impactful design used across its advertising and marketing materials.
The bottle shape is somewhat generic and the simple packaging has a medicinal feel to the label design. However, using bright candy colours creates a modern and fresh design that has an immediate shelf impact at point of sale. The product is aimed at a younger more fashion conscious consumer. So the packaging works attracting this trendy demographic, that wants to stand out from the crowd and be noticed.
However, despite the fresh packaging I am not sure that Vitaminwater is all that healthy. According to recent studies Vitaminwater contains 33 grams of sugar. While it may be a healthy alternative to a Sodas, as Coke has 39 grams of sugar, it’s a long way of having the pure quality of water. It also concerns me when the website has a section on ‘hydrate responsibly’. As it makes me think it can be all that good for you if consumed in large quantities.
The concept of Vitaminwater is good and will probably launch quite successfully in China, as consumer are always looking for something new. The drink tasted good and my colleagues were intrigued to try the other flavours, though the cost of the product sounded high. Selling for around RMB 15 yuan, compared with just RMB 3-5 yuan for a coke or bottle of water, positions Vitaminwater at the high end of the drinks market.
In the short term Vitamin Water tastes refreshing and looks good with its candy coloured packaging. However, long term the product might end up looking too sweet and tasting too sugary for Chinese consumers, looking for a healthy alternative to plain water.
{ 3 comments… read them below or add one }
Vitamin Water’s marketing campaign is impressive. During a recent visit to Shanghai, I saw advertising materials placed in hotels, hostels, Western restaurants, traditional restaurants, and so on. I can’t say I saw anyone drinking Vitamin Water though…
I agree the brand has a very powerful image and I like it’s ‘iPod’ colour scheme. I just wish the product had less sugar and I would be more inclined to drink it.
I like the look of the Vitamin water it bright color attract my attention.
Taste was quite ok but little sweet for my like.
Also I notice is price was too high in HK I paid 13.50 HKD and in china I pay more less than HK, but still too high for me .
There adds and free promotion is very impressive I think as every wher I look in china now I see Vitamin water.
Tony