Vitamin Water is expanding into the energy drink market with a new drink called Vitamin Water Energy. It aims to provide energy without being as unhealthy as competitors like Powerade. The target market includes athletes and "crunk" individuals. Advertising will feature NBA star Kobe Bryant, who endorses the product, through TV commercials, radio ads, and billboards near cities. Samples will be distributed and incentives provided to try and promote the new drink. Placement in sports arenas, gyms, and neighborhoods will help introduce people to the product. Association with Kobe Bryant will provide positive publicity.
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