Is VitaminWater’s Facebook water campaign creative? Yes.
But the initial on-bottle marketing of “Connect,” the new black cherry-lime flavored beverage smells desperate to me.
Again, props to VitaminWater for asking what consumers want in their beverage. But co-branding the bottle with the Facebook logo was lost on me.
For the record, I am a 30-something guy who is a marketing professional. I’m conscious of my health and what I put into my body because I am a triathlete. I do take vitamins regularly, and I drink a LOT of water.
Back to the beverage: From the onset, if I didn’t know the history of the contest, I’d immediately think that Facebook is endorsing the beverage. Which begs the question? Why would Facebook endorse VitaminWater? Does it help consumers connect better? Is Facebook part of [your] daily nutritious intake?
The beverage industry is famous for adding new flavors, packaging and hooks to take advantage of trends. Just think of previous attempts like dry beer, ice beer (beer fortified with even more alcohol), and other stalwarts like Surge, Crystal Pepsi, and New Coke.
But a new age beverages like VitaminWater could make a case that it is different than its predecessors. It has been gaining in popularity, even contributing to the erosion of competing beverages like Gatorade. With strength like that, why take a desperate move and place the Facebook logo on the bottle?
I’m sure this stance is not going to be popular with the marketing crowd, but I’m calling it as I see it. What say you?