Vitamin water case competition

vitaminwaterE N H A N C E Y O U R : L I F E

4 S W O T
5 S T R A T E G Y 1 0 A P P E N D I X
8 B U D G E T
1 E X E C U T I V E S U M M A R Y 5 T A C T I C S
6 M E D I A P L A N
7 E V A L U A T I O N O F G O A L S
2 O B J E C T I V E
3 S I T U A T I O N A N A L Y S I S
vitaminwater
T A B L E O F C O N T E N T S
p 1 p 2 p 3-8 p 10p 9 p 11-13 p 14-15 p 16 p 17 p 18-28

vitaminwater is a well established brand
with a strong hold on the enhanced water
market. Despite this, vitaminwater has seen a
decrease in sales in recent years. We believe
this is occurring partially because millennials
are starting to see that vitaminwater is not
as healthy as it has claimed to be. We have
observed vitaminwater is starting to go the
route of not making as many health claims
and is instead positioning itself as a fun and
interesting drink for any occasion as well as
praising the concepts of ambition and hard
work. We believe this is the perfect direction for
vitaminwater to be heading and want to stay
consistent with it.

Our campaign is designed to engage the
younger consumers in a way that plays up
the ideas of fun and ambition through a
competition that gives out funds, resources,
and opportunities ranging from small to large
and entirely based on what is requested by
the participants. This is expected to be more
popular with millennials than an “enter to win”
type competition because it is not a simple
raffle drawing. The winner’s success is based
on their ideas and creativity rather than their
luck. It will be advertised that there will be a
large amount of winners and that the more
creative, interesting, inspiring, or funny their
video proposals are, the greater their chance
to receive the sponsorship by vitaminwater.
Another aspect we believe is important for this
campaign is making some changes to where
and how vitaminwater is distributed and how it
is packaged.
E X E C U T I V E S U M M A R Y
No 0 1

O
No 0 2
The objective of this campaign is to
reignite vitaminwater’s brand and
increase interest, positive perception, and
preference among US consumers aged 18
- 24. While aiming to win over the younger
crowd of consumers, it is important we
do not alienate vitaminwater’s loyal
consumers aged 30 - 39.
Our campaign is intended to create
O B J E C T I V E
an interesting and engaging platform
for vitaminwater to give back to it’s
consumers and to help build up it’s
positive brand perception with young
consumers in a way that is also relatable
to their loyalists. The campaign is intended
to be consistent with vitaminwater’s more
recent campaigns in an effort to help
solidify its position in the market.

S
No 0 3
vitaminwater is owned by Glacéau, also
known as Energy Brands Inc., a privately
owned subsidiary of Coca-Cola. On May
26, 2007 Coca-Cola Co. announced it was
buying Glacéau for $4.2 billion in cash1.
The purchase of Glacéau was the biggest
purchase in Coca-Cola’s history.
This acquisition was a move by Coca-Cola
to diversify their drink portfolio and branch
further into the bottled water segment, and
compete with PepsiCo Inc. in the flavored
water industry. At the time Coca-Cola
accounted for only “5 percent of the U.S.
market for water drinks” versus PepsiCo’s
45 percent2. vitaminwater is considered
enhanced water, meaning water that
contains additional ingredients such as
vitaminwater competes and is a leader in
the enhanced water market. According to
Coca-Cola, vitaminwater is “the pioneer
of the nutrient-enhanced water beverage
category” ever since the innovative
decision to add vitamins to its formula was
made3. vitaminwater currently holds a
62% market share in the enhanced water
beverage category4.
S I T U A T I O N A N A L Y S I S
Company
Overall, vitaminwater is a youth-centric
brand, currently positioning itself based
on health benefits through its name,
packaging, and flavors. Each of its flavors
claim to provide different benefits.
Most consumers in the current market
perceive vitaminwater to be healthy and
natural. However, the brand hasn’t been
appealing to the younger demographics.
The most loyal age range to vitaminwater
is currently 30-39 year-olds, and
vitaminwater has seen a steady decline
in sales volumes from the 15-29 year-old
demographic.
Position

vitaminwater aims their advertising campaigns across multiple
forms of media (social media, TV, magazines, radio, etc.) to reach:
Health conscious people
People looking for an exciting and social lifestyle
People interested in music and fashion
vitaminwater portrays its brand value in two ways:
Functional
Emotional
An energizing and refreshing drink
Added vitamins and nutrients
Energy-boosting to keep you partying and working
Healthy alternative to water
Act of choosing your benefit
Creative flavors and names
Being the “In” brand
Being a self-expressive drink
Athletes
18 - 34 year olds
No 0 4
Glacéau uses multiple media channels to advertise
and promote vitaminwater. They have used television,
Internet, magazines, and billboards in the past to reach
the target audience.
Their “Uncapped” campaign involved a series of live
music concerts in nine cities across the U.S. with
exclusive behind the scenes and live performance
videos available on their YouTube channel.
This campaign showcased how consumer interactions
are a large part of vitaminwater’s strategy. This
campaign has seen success with improved consumer
interaction, which has increased purchase intent and
brand health metrics.
As a result, vitaminwater successfully penetrated
the live music scene as a brand associated with
live music performances. The brand’s “Make Boring
Brilliant” campaign was geared towards the younger
demographic, and encouraged consumers to use social
media as a platform to express how vitaminwater helps
improve boring situations.
vitaminwater

No 0 5
vitaminwater
Power-c (Dragonfruit)
Defense (Raspberry-Apple)
Focus (Kiwi-Strawberry)
Essential (Orange-Orange)
Energy (Tropical Citrus)
Squeezed (Lemonade Flavored)
Formula 50 (Grape)
Revive (Fruit Punch)
XXX (Acai-Blueberry-Pomegranate)
vitaminwater Zero
Power-c (Dragonfruit)
Go-Go (Mixed Berry)
Rise (Orange)
Squeezed (Lemonade Flavored)
Glow (Strawberry-Guanabana)
Revive (Fruit Punch)
Focus (Kiwi-Strawberry)
XXX (Acai-Blueberry-Pomegranate)
vitaminwater Fountain
vitaminwater xxx (acai-blueberry-pomegranate)
vitaminwater essential (orange-orange)
vitaminwater revive (fruit punch)
vitaminwater zero squeezed (lemonade)
(Nutrient enhanced water beverage) *flavored +
other natural flavors
vitaminwater Energy
vitaminwater energy berry punch
vitaminwater energy strawberry lime
vitaminwater energy orange mango
(Natural energy boost) *flavored + other natural lavors
vitaminwater Zero Drops
vitaminwater zero drops squeezed (lemonade)
vitaminwater zero drops revive (fruitpunch)
vitaminwater zero drops rise (orange)
vitaminwater zero drops xxx (acai-blueberry pomegranate)
(Flavor enhancer with vitamins) *flavored + other natural flavors
vitaminwater uses sugar in their regular line5, and Stevia (instead of other
artificial sweeteners) in their Zero line6. This could be seen as a potential
benefit to those who are worried about the effects of chemical sweeteners
and prefer products like Stevia as an alternative to sugar.
P R O D U C T L I N E
Skinny Water7
- Filed for bankruptcy in 20138
- Entered into a distribution deal with Kalil Bottling9
Company in November of 2014
- 16,248 likes on Facebook
- 1,341 followers on Twitter
- 146 followers on Pinterest
- Flavors
• Orange cranberry tangerine, acai grape
blueberry,goji black cherry, raspberrypomegranate
- All flavors sugar free
• Sucralose
- All flavors have specific purpose
• Orange for morning
• Acai for energy
• Goji for muscle recovery
• Raspberry for appetite control
- Have a “sport” line10
• Blue raspberry, pink berry citrus
- Very limited purchasing opportunities
• Company website
• Amazon
SoBe Life Water
- 2013 Sales: $63,622,977
- Market Share: around 12%
- Flavors
Strawberry kiwi, pacific coconut with coconut water, pomegranate cherry,
pomegranate nectarine with coconut water, mango mandarin with coconut
water, black berry grape, orange tangerine
Blood orange mango, acai raspberry, kiwi cherimoya, yumberry
pomegranate, fuji apple pear, black and blue berry, black cherry dragon
fruit, strawberry dragon fruit
•chance to win $10,000,000
•win $9,000,000 pick a perfect bracket
•win $1,000,000 if you are the top scorer in each round
•Meet a celebrity if you beat a celebrity bracket, you can choose to play against
Kendra Wilkinson, Kenny Smith, Jerry Rice, Brooklyn Decker11
- re designed the bottles with wrap around lizard to differentiate against vitaminwater
- Ashley Greene posed lifewater body paint for sports illustrated swimsuit edition ad
- Introduced zero calorie line
- 2010 Sobe Zero Inhibitions Bracket Challenge
- Zero Calories
C O M P E T I T I O N

No 0 6
vitaminwater
Hint Water
“Water Made Tasty”
Started in 2005
-unsweetened, preservative free
water12
- 0 Calories
-Hint Fizz- Carbonated version,
promoted as a healthy alternative
to soda
- Hint Water Flavors: blackberry,
watermelon, blood orange, crisp
apple, raspberry, peach,
strawberry-kiwi, mango-
grapefruit, honeydew,
pomegranate, pear,
cucumber, lime, peppermint13
-Partnership
● Google
Ingress (mobile game)
Hint will start putting codes under
the caps for the game14
● Sold at Square
● Compass Foods
Will be put on campuses and
hospitals15
-Sold on Amazon, many customers
buy in bulk. They often drink
4-5 bottles a day
-Social Media
Facebook Followers: 278.021
Twitter Followers: 5,244
Instagram Followers: 5,930
Propel
2013 Sales: $97,942,337
Market Share: about 19%
Re-launched - being branded as a
sports drink
Targeting the everyday workout
people - “routine exercisers”
Zero calories
Giving samples away at 5ks
Own around 13% of the flavored water
segment
Piggybacking off the Gatorade name
Social Media
● Facebook Followers: 510,970
● Twitter Followers: 3,495
● Instagram Followers: 582
Give out samples of Propel
power mix using workout apps (ex.
MapMyRun, Nexercise)16
Sparkling Ice
Positioned as “bold”
● Sparkling waters: black
raspberry, cherry limeade,
strawberry watermelon, peach
nectarine, orange mango,
coconut pineapple, crisp apple,
lemon lime, kiwi-strawberry,
pink grapefruit, pomegranate
blueberry
● Sparkling lemonades: mango
lemonade, classic lemonade,
raspberry lemonade, lemonade
with tea, strawberry lemonade,
peach lemonade
Official Sparkling Flavored water of
the LPGA17
● Event sampling
● Consumer-engaging
tournament activations
● Retail partner promotions
● Ticket giveaways
● Social media tie-ins
Direct-Store-Delivery18
● Over 250 distributors
● Grocery stores, drug stores,
convenience stores, retail and
non-retail outlets
● All 50 states
Endorsement with Kevin Durant
C O M P E T I T I O N ( c o n t i n u e d )
● “Durant shares Sparkling Ice’s
authentic vision, adventurous
nature, philanthropic spirit.”
Advertising Campaign
● The Bold and the Best19
● Billboards
Seat Pleasant, Maryland
Austin, Texas
Oklahoma City
● Digital Platforms
Espn.com
Bleacher Report
● Social Media
Facebook: 729,941
Twitter: 9,604
Instagram: 12.6 k20

No 0 7
vitaminwater
R E S E A R C H
M e t h o d o l o g y
T a r g e t M a r k e t / S e g m e n t a t i o n
Our research began by compiling
a literature review by searching
databases such as Mintel and
Passport GMID, as well as using
many different websites such as
marketingcharts.com, ebiquity.
com, and targetspot.com. Then we
conducted an online survey, hosted by
SurveyMonkey, and surveyed 1,051
respondents aged 18 - 30. We ran a
series of tests on the results of our
survey, using IBM’s SPSS, to discover
additional information not found from
our secondary research.
Consumer considerations when
buying a beverage- Another
segment we found valuable
to our research was what
consumers consider when buying
a beverage. Our data made
it evident that purchasing by
convenience, bulk, or whether the
beverage was new or interesting
was significant in regards to how
often people drink vitaminwater.
(See figure 1.1 in appendix)
Young consumers see benefit in enhanced water
A study done in 2013 by Mintel showed more than half the respondents ages
18-44 agree that enhanced bottled water is a good way to consume needed
vitamins and minerals.
Consumers who respond to specific advertisements- Our research found
that consumers that often drink vitaminwater recall advertisements from
television, radio, and events the most. The data also showed some groups had
high recall rates for social media advertising, indicating social media is another
effective channel of advertising. (See figure 2.1 in appendix)
Millennials appreciate their individuality
“Companies or brands that successfully market to Millennials are ones that
recognize that there is no such thing as a ‘Millennial’—just individuals or
groups of individuals who are at a similar lifestage and have lived through
similar experiences. They want to be treated for who they are, rather than be
lumped together and labeled21.”
The AIDA model (Awareness, Interest, Desire, and Action) dictates a linear
route to purchase, but it has been shown that millennials do not function, or
purchase, in a linear way. Instead, the Brand Atom Model is more in tune
with millennial thinking, and has been used for successful millennial-centric
campaigns, such as Bud Light’s “Up for Whatever” campaign.
The AIDA model typically ends in a purchase while the Brand Atom Model is
centered more around customer engagement and interactions. The model
focuses on energy, intrigue, partnership, experience, and meaning. The model
works to utilize all of these components in the relationship between the brand
and consumer and be a part of their lives22.
The model works to utilize all of these components in the relationship between
the brand and consumer and be a part of their lives.It is important that
vitaminwater utilize this model as much of their target , ultimately realizing
that brands are “living and breathing organisms” that can build an important
relationship with the consumer and market follows this model for brand
relationships and path to purchase. The “Enhance Your Life” campaign works
to utilize this model.
Demographic Survey Info:
● 1051 respondents
● Gender: 39.2% female and
60.8% male
● Majority of respondents
aged 21-23, approximately
68% of the sample
● 97.5% had 12 to 16 years
of education
● Ethnicity: Caucasian/White
79.7%, Hispanic/Latino
13%, African/Black
2.6%,East Asian 2.4%.
Position Segments based off student-conducted survey:
The AIDA model is ineffective with this group

No 0 8
In our primary research we found that the most
popular locations for consumers to purchase
packaged beverages (such as vitaminwater) were
grocery stores, restaurants, and convenience
stores. (See figures 3.1, 3.2, 3.3 in appendix)
According to a study by Androit Digital:
● 70% of surveyed millennials said TV
influences the way they perceive and value
a brand
● 29% of respondents said that TV is the
advertising medium most likely to introduce
them to a new brand; 26% said social med
● 35% of surveyed millennials said TV was the
advertising media they felt gives a brand
the most credibility in influencing heir
brand decisions. 32% said social media24
Movie Preference
Based on our primary research we observed that
comedy was the genre with the highest amount
of preference from our sample followed by action
and drama. This should be considered when
buying cinema advertisements. (See figure 5.3 in
appendix)
“Using a biometric belt to measure skin sweat,
heart rate, respiration and motion, two different
sets of audiences were shown a one-minute
advertisement for Best Buy. The group viewing
the advertisement in a cinema setting showed
an increase in engagement by 32 per cent within
the final moments of the advertisement, when the
brand was revealed. Pulick said when shown the
ad was on television, audience members showed
a low level of engagement because there was an
opportunity to tune out.”25
● “Cinema advertising reaches over 113
million Americans 12+ in a month”
-“Cinema advertising reaches 67% of
persons 18-24”
-“Among persons 18-24, 39% saw
three or more movies in the last three
months, 25% saw five or more”
● “Moviegoers are receptive to cinema
advertising”
-“63% of those who watched a movie
in the last month ‘do not mind
the advertisements they put on before
the movie begins.’
● “Moviegoers are not easily reached by TV”
-“Moviegoers tend to be light TV
viewers and frequent users of
commercial avoidance platforms and
technologies
● “59% of all moviegoers recall commercials
at the movies”
● “Cinema advertising is persuasive”26
Our research also indicates that vending machines
are one method of purchase that is a popular
channel of distribution with younger consumers.
According to a survey from Mintel, more than 6
in 10 respondents aged 18-24 purchased from a
vending machine at a school in the last 30 days.
More than one third of the respondents purchased
from school vending machines more often than
from machines in any other location. “These data
suggest that the greatest potential for vending
machine product sales growth may be spread
across college and university campuses.”23 (See
figure 3.4 in appendix)
D I S T R I B U T I O N T E L E V I S I O NC I N E M A
P R O M O T I O N
vitaminwater

No 0 9
vitaminwater
● Strong brand following – especially on social media
● Diverse portfolio of innovative flavors that are
regularly updated
● Leader in enhanced water market
● Strong branding through use of colors, humor/
irreverence, and pop culture, in regards to
packaging and advertising
● Owned by Coca-Cola, a top 10 millennial brand27
● Ability to be positioned as more of a lifestyle/
everyday drink than a sports drink
● Ownership of the idea of enhanced water
● Healthier than soda
● Potential to partner with restaurants
● Potential to create different product lines with
different purposes

● Sales decline in 15-24 year olds
● Stevia added in base product formula garnered a lot of
consumer backlash
● Lawsuit for deceptive labeling of drink as healthy – now have to
draw more attention to calories, etc. on the packaging28
● Definition of market not clear in consumer’s minds (e.g. bottled
water vs. enhanced water vs. sports drinks vs. etc.)
● Cannot buy directly from website
-Lack of information about where to buy on website
● Competitors – new brands, new alternatives, healthier
alternatives, new flavors
-Substitutes Primary – Water, tap water, flavored
water, sparkling water, soda, energy drinks, sports drinks
-Substituting vitaminwater base product for other
vitaminwater products
-Competitors that are sugar free
● More expensive than some of its competitors
● Consumers view product as unhealthy
S T R E N G T H S
O P P O R T U N I T I E S
W E A K N E S S E S
T H R E A T S

S
We also suggest that vitaminwater is made
more accessible to the younger consumer.
Our target market has a tendency to buy
things like bottled beverages based on
convenience, and while they may have
certain preferences for drinks they won’t
always go out of their way to seek them out.
In summary, this campaign’s strategy is
to target 18-24 year olds and improve
vitaminwater’s image by staying consistent
with its positioning in a way that is honest,
exciting, personalized, and interactive.
Additionally, vitaminwater should ensure its
product is easy to find and easy to buy.
In recent years, vitaminwater has been
promoted by campaigns that emphasize
ambition, fun, excitement, the up-and-
coming, and being the drink for all
occasions. Our plan is to stay with this
trend and embellish upon it. Considering
vitaminwater already has such a strong
hold on this position, and has invested a lot
of time and money into it, it would be foolish
to move in a vastly different direction.
Therefore, our plan is designed to stay
consistent with this theme and integrate
it into a personalized and interactive
campaign.
Instead of “health” and “hydration,” we
want to use the term “enhance,” which is
a word that the brand obviously already
centers around by owning the “enhanced
water” market. By owning and using the
word enhance, vitaminwater can show that
its drinks are enhanced with vitamins and
flavor and also enhances your experience
as you drink it.
Though we will be staying consistent with
the brand personaility, this plan steps
away from positioning vitaminwater as a
health drink or a hydrating drink. Millennials
appreciate open and honest marketing29,
and considering the amount of sugar in
these beverages they feel turned away
when they are being sold something so
sugary marketed as something that is
healthy.
This keeps the concept that it does have
helpful vitamins in it, but it doesn’t try to
scream “health!” It also integrates perfectly
into the concept of making the everyday
more exciting as vitaminwater did with the
“Make Boring Brilliant” campaign and it also
coordinates well with the concept of the
“Hydrate the Hustle” campaign.
S T R A T E G I E S
No 1 0

T
No 1 1
T A C T I C S
Essentially, this campaign is reaching out
to current vitaminwater consumers as well
as their target market, and inviting them to
submit video proposals that are meant to
convince vitaminwater to sponsor them in
doing something they would like to do.
A potential example is perhaps there is a
club on a college campus that would love
to put on an extravagant event to engage
their community and promote themselves on
campus. The club could submit a video that
communicates their idea to vitaminwater
and acts to persuade them into helping
them realize their goal. The video would
be shared on social media and reviewed
by the vitaminwater team. When the team
finds a video it likes, they will bring the
winner’s goal to life and do it better than
they ever expected! vitaminwater will
make the event a spectacle by giving the
winners more than they asked for. In other
words, they enhanced the event. They will
also incorporate free vitaminwater for the
participants to drink and share with their
friends. In this case, that would be easy:
give the club vitaminwater to give out at
their event. This will show that vitaminwater
cares about helping people and appreciates
people with ambition. Young consumers
are drawn to campaigns and brands that
have an emphasis on values and cause
affiliations30.
Millennials love things to be custom to
them and to be seen in a more general and
personal way31 so this is perfect in that it
leaves it up to the individual or group to
come up with cool ideas that they would
like to see happen. It could be anything.
Perhaps an artist would like to have money
for materials for a project that they envision.
vitaminwater could buy them their materials,
but also enhance the deal by also providing
them a spot in a gallery or show.
Young consumers also really appreciate
humor and are often drawn to funny, over-
the-top exaggeration. Campaigns like
“Dollar Shave Club” and “Poo-Pouri” are
great examples of humor being effective
with the younger generation thanks to
laughable and sharable content32. An
example of this appeal to humor that is
silly and outrageously over-the-top would
be the story of Zach “Danger” Brown and
how he launched a Kickstarter project to
make potato salad. In exchange for funding,
“ E H A N C E Y O U R L I F E ” C O N T E S T
he offered to say thank you and say the
backer’s name as he made the salad.
Surprisingly, he was able to raise $55,492
when his story was shared across social
media33. Appealing to millennial’s and
vitaminwater’s love of humor, and their
positioning as a playful brand, would imply
that it would be beneficial to choose some
proposals that are humorous. For example,
someone could submit a video that explains
that they would love to fulfill their dream of
watching every episode of Breaking Bad in
a row with one great, uninterrupted Netflix
binge. vitaminwater could respond to this
video by making this marathon the ultimate
Breaking Bad experience. They could rent
out a movie theater, have a member of the
cast visit, have a steady supply of food,
and more. In other words, they enhanced
the experience of the winner watching their
favorite show. This shows that vitaminwater
doesn’t take itself too seriously and believes
in having fun and being playful, keeping
consistent with its positioning.

No 1 2T A C T I C S
vitaminwater
To effectively implement this campaign,
vitaminwater will need to actively promote
the idea of enhancing experiences of its
target market before the competition begins.
These advertisements will create awareness
about the “Enhance Your Life” competition
as well as provide information on
how to compete.
Once the competition has begun, to
continue to create buzz, vitaminwater will
create advertisements based on individual
winners and their submission stories, and
their final vitaminwater enhanced event.
vitaminwater will emphasize this concept
by using the phrase “Enhance your [event/
binge/art], enhance your life” which will
change depending on whatever the video
shows vitaminwater enhancing at that time.
vitaminwater will make sure the target
market will see what it has done for each
of the proposals by filming the events and
airing them through our target age group’s
most accessible forms of video media such
as social media, television, and
movie theaters.
A D V E R T I S I N G
An additional vitaminwater website will
be created for this campaign, entitled
EnhanceYourLife.com. This new website
will create a convenient location for
the target market to get additional
information about the “Enhance Your Life”
competition, including contest rules, contest
submissions, and previous winners, in
addition to acting as a medium to
upload submissions for consideration
in the competition.
S O C I A L M E D I A
In addition to social media advertising, the
“Enhance Your Life” campaign will rely on
social media to provide positive PR toward
the brand as well as drive traffic to
the EnhanceYourLife.com and
vitaminwater websites.
This campaign will primarily utilize
Facebook, Twitter, and YouTube to promote
the campaign. These sites will use the
hashtag #EnhaceYourLife to encourage
interaction, build brand awareness of
the campaign, and encourage members
E n c h a n c e Y o u r L i f e . c o m
of the target market to view competition
submissions as well as create their own on
the “Enhance Your Life” website. Popular
submission videos as well as each of the
winners will be shared using the social
media networks to build excitement about
the campaign.
A new YouTube channel will need to be
created specifically for the “Enhance
Your Life” campaign for posting popular
submissions and winners, as well as
eliminate the noise from other international
vitaminwater campaigns that may be
occurring at the same time.
M O V I E T H E A T E R A D V E R T I S I N G
During the course of our campaign there
will be 16 weeks of advertising that will
be utilized in movie theaters across the
country. In movie theaters vitaminwater will
be partnering with NCM media networks
for a 30 second advertisement spot in the
pre-movie segment known as “FirstLook”34.
The FirstLook is a 25 minute segment
that includes regional advertising andlocal
advertising, as well promotional content
surrounding the entertainment industry.
The vitaminwater advertisement will be
shown in cinema chains that feature the
FirstLook before movie showings such as,
Regal Entertainment, AMC, and Cinemark
theaters. Approximately, 1,250 theaters
will be reached through vitaminwater
advertisements, with the content of the
commercial being altered as the campaign
continues along.

vitaminwater
No 1 3T A C T I C S
Our research has shown that our target
market prefers to purchase bottled
beverages in bulk. vitaminwater will start
to offer bulk packages based on enhanced
benefit. Each pack has a common theme
as evident by their package name. For
example, one bulk pack is clustered based
on their morning theme, thus being called
“Enhance Your Morning” to stay consistent
with our slogan. Each bulk package will
include 16 bottles featuring 4 different
flavors.
P A C K A G I N G
D I S T R I B U T I O N
As a result of all the promotion the
younger consumers will be seeing about
vitaminwater, an increase of sales is to be
expected. vitaminwater must be prepared
to handle the increased demand by the time
the campaign starts.
Convenience is a very important factor for
young consumers, so if vitaminwater is
not offered at purchase locations that are
easy for them, they will choose a different
option even if they would prefer to buy
vitaminwater. Our research shows that
grocery stores are one of the top places
our target market buys their beverages.
vitaminwater already uses grocery stores
as their primary distribution channel, which
will be continued by offering the new bundle
packs.
Since restaurants are another popular place
for our target market to buy beverages.
vitaminwater will also increase distribution
in restaurants that already carry Coca-Cola
products.
E n h a n c e Y o u r M o r n i n g
E n e r g y
G o - G o
R i s e
P o w e r - C
E n h a n c e Y o u r S y s t e m
D e f e n s e
E s s e n t i a l
R e v i v e
X X X
E n h a n c e Y o u r C r e a t i v i t y
F o c u s
S q u e e z e d
F o r m u l a 5 0
G l o w

M
No 1 4
M E D I A P L A N & T I M E L I N E

According to the Barna Group’s “What Are
Americans Watching” for 2014, we see that
the years most popular shows with millennials
are: “The Big Band Theory”, “The Walking
Dead”, “American Horror Story”, “NCIS”, and
“Game of Thrones”. These overlap greatly with
generation x’s favorite television shows as
well which rank in as “The Big Band Theory”,
“The Walking Dead”, “CSI”, “NCIS”, and “Duck
Dynasty”. This implies vitaminwater can rest
assured that by airing their content on shows
that millennials watch, it does not exclude their
loyalist group.
No 1 5M E D I A P L A N & T I M E L I N E
vitaminwater

E
No 1 6
E V A L U A T I O N O F G O A L S
E V A L U A T I O N O F G O A L S
vitaminwater is a well established
brand with a strong hold on the
enhanced water market. Despite
this, vitaminwater has seen a
decrease in sales in recent years.
We believe this is occurring partially
because millennials are starting
to see that vitaminwater is not as
healthy as it has claimed to be.
We have observed vitaminwater
is starting to go the route of not
making as many health claims and
is instead positioning itself as a
fun and interesting drink for any
occasion as well as praising the
concepts of ambition and hard
BThrough our campaign vitaminwater
will be able to reach approximately
1250 movie theaters for four months
(see figure 7.1), and increase
vending machine distribution with
the addition of approximately 375
machines (based on the cost of
a vending machine from Sam’s
Club)35.
Sales Forecasts
2014* $674,453,542.00
2015 $694,687,148.26
2016 $715,527,762.71
2017 $736,993,595.59
$(62,540,053.59)
S A L E S F O R C A S T
*2014 sales estimate based on doubling sales
as of Q2 given in 2014-15 American Marketing
Association Collegiate Case Competition
Based on the “Enhance Your Life”
campaign a conservative estimate
of 3% increase per year has been
projected for the next 3 years. This
will increase sales by 62,540,053
dollars in the within the next three
years, bringing sales back up past
where they were in 2013.

B
No 1 7
B U D G E T
B U D G E T
A g e n c y F e e s / C r e a t i v e $ 7 , 5 0 0 , 0 0 0
S o c i a l M e d i a A d v e r t i s i n g $ 1 0 , 0 0 0 , 0 0 0
T h e a t r e A d v e r t i s i n g $ 1 0 , 0 0 0 , 0 0 0
T V A d v e r t i s i n g $ 2 0 , 0 0 0 , 0 0 0
I n c r e a s e d D i s t r i b u t i o n $ 1 , 5 0 0 , 0 0 0
C o n t e s t W i n n i n g s $ 1 , 0 0 0 , 0 0 0
T o t a l $ 5 0 , 0 0 0 , 0 0 0
*20% social media spending based on Coke’s social media budget36

A
No 1 8APPENDIX
A P P E N D I X

No 1 9APPENDIX
( F i g u r e 1 . 1 ) ( F i g u r e 2 . 1 )
vitaminwater

No 2 0APPENDIX
( F i g u r e 3 . 1 ) ( F i g u r e 3 . 2 )
vitaminwater

No 2 1APPENDIX
( F i g u r e 3 . 3 ) ( F i g u r e 3 . 4 )
37
vitaminwater

No 2 2APPENDIX
( F i g u r e 5 . 1 ) ( F i g u r e 5 . 2 )
vitaminwater

No 2 3APPENDIX
( F i g u r e 5 . 3 ) ( F i g u r e 6 . 1 )
38
Based on the 1-5 scale (hate to love)
vitaminwater

Theatre Advertising
All calculated based on sources that
state advertisements ran through NCM
costs $40 per screen to run a 30 second
advertisement on the FirstLook39 . Data
listed below is based on approximations
from data available from NCM40.
AMC:
# of theaters:345
# of screens: 5000
Weekly Theater Cost: $560
16 Week Theater Cost: $8,980
Total Cost for all Theaters for 16 Weeks:
$3,091,200
Regal Entertainment:
# of theaters:575
# of screens: 7,325
$4,784,000
Cinemark:
# of theaters: 330
# of screens: 4,400
$2,745,600
Total Advertising Cost for all Three Cinema
Chains: $10,621,799
( f i g u r e 7 . 1 )
No 2 4APPENDIX
vitaminwater

Sorkin, Andrew Ross. “Coca-Cola Agrees to Buy
vitaminwater.” The New York Times. May 26, 2007, http://
www.nytimes.com/2007/05/26/business/26drink-web.
html?_r=1&
Glenn Logan, “Play the SoBe Lifewater Zero Inhibitions
Bracket Challenge.” SB Nation: A Sea of Blue, March 16,
2010, http://www.aseaofblue.com/2010/3/16/1376034/play-
the-sobe-lifewatertm-zero.
Credeur, Mary Jane and Fineman, Josh. “Coca-Cola
Buys Maker of vitaminwater for $4.1 Billion (Update7).”
Bloomberg. May 25, 2007. http://www.bloomberg.com/
apps/news?pid=newsarchive&sid=aW2zg.b7gBKo
Huston Caitlin, “How I built it: Hint’s Fruitful Take on
Water.” Wall Street Journal, February 19, 2014, http://
online.wsj.com/articles/SB10001424052702303636404579
393233863358714.
vitaminwater Product Description. coca-colacompany.
com. Accessed November 27, 2014. http://www.coca-
colacompany.com/brands/product-descriptions#glaceau-
vitaminwater
“Drink Hint,” Hint Water, accessed November 28, 2014,
https://www.drinkhint.com/home-alt#?offset=0&limit=27.
“vitaminwater Nutrition Facts,” vitaminwater.com.
Accessed December 3, 2104. http://vitaminwater.com/
products/#vitaminwater-power-c
Truong, Alice and Lawson, Sarah. “Hint Water Signs Deal
To Bring It To Schools And Hospitals.” Fastcompany.com.
Accessed November 28, 2014. http://www.fastcompany.
com/3038337/innovation-agents/hint-water-signs-deal-to-
bring-it-to-schools-and-hospitals
“vitaminwater Zero Nutrition Facts,” vitaminwater.com.
products/#vitaminwater-zero-rise
Johnson, Lauren. “Pepsi’s Propel Zero Water rewards
athletes via mobile apps.” Mobile Commerce Daily.
March 26, 2012. http://www.mobilecommercedaily.com/
pepsi%E2%80%99s-propel-zero-water-doles-out-rewards-
via-athletic-apps
“What’s In Skinny Water,” Skinnywater.com. Accessed
December 3, 2014. http://skinnywater.com/function-
nutrition
Sparkling ICE Named Official Sparkling Flavored Water of
the LPGA.” LPGA. Accessed November 28, 2014. http://
www.lpga.com/golf/news/2012/11/sparkling-ice-named-
lpga-partner.aspx
“Form 8-K for Skinny Nutritional Corp,” biz.yahoo.com, last
modified January 6, 2014, http://biz.yahoo.com/e/140106/
sknyq8-k.html
Sparkling Ice finalizes DSD distribution network.”
Sparkling ICE. Accessed November 28, 2014. http://
www.sparklingice.com/article/sparkling-ice-finalizes-dsd-
distribution-network
“Skinny Nutritional, LLC and Kalil Bottling Co. Join
Forces to Distribute SkinnyWater®,” skinnywater.com,
last modified October 31, 2014, http://skinnywater.com/
skinny-nutritional-llc-kalil-bottling-co-join-forces-distribute-
skinnywater
The Bold Meets the Best: Sparkling ICE Signs
Endorsement deal with Kevin Durant.” Sparkling ICE.
Accessed November 28, 2014. http://www.sparklingice.
com/article/the-bold-meets-the-best--sparkling-ice-signed-
endorsement-deal-with-kevin-durant
“Skinny Water 0 calories, 0 sugar, 0 guilt,” skinny2o.com.
Accessed December 3, 2014, http://www.skinny2o.com/
Lukovitz, Karlene. “Sparkling Ice Launches Campaign
Featuring NBA MVP Kevin Durant” Marketing Daily.
November 4, 2014, Accessed Dec. 2, 2014. http://www.
mediapost.com/publications/article/237529/sparkling-ice-
launches-campaign-featuring-nba-mvp.html?edition=77566.
Nielsen AMC Annual 2013
Sean, It’s time to move with hint and Ingress codes (blog).
Hint Water Blog. https://blog.drinkhint.com/its-time-to-
move-with-hint-ingress
No 2 5APPENDIX
E N D N O T E S
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
vitaminwater

“How Millennials Want Brands To Entertain Them (Graph).”
Marketingcharts.com. Accessed December 8, 2014. http://
www.marketingcharts.com/traditional/4-in-10-millennials-
interested-in-co-creating-products-with-brands-25259/
Kortla, Kat, “Advertising your business in local movie
theaters : NCM National Cinema Media” Linkedin Blog:
Guerilla Marketing for the Printer Cartridge Industry. October
5, 2012, Accessed December 15, 2014. https://www.
linkedin.com/groups/Advertising-your-business-in-local-
4644392.S.172429481
Goodman, Brad, “Commercials in Movie Theaters”
videouniversity.com, Accessed December 15, 2014. http://
www.videouniversity.com/articles/commercials-in-movie-
theaters.
Lachman, M. Leanne, and Brett, Deborah L. Generation Y:
Shopping and Entertainment in the Digital Age. Urban Land
Institute. Accessed November 29, 2014. http://www.uli.org/
wp-content/uploads/ULI-Documents/Generation-Y-Shopping-
and-Entertainment-in-the-Digital-Age.pdf
Kent, Muhtar, interview by Abi Ignatius “Shaking things up at
Coke”, Harvard Business Review. October, 2011, Accessed
December 15, 2014.
“Search Results: Vending Machine” Sams Club.com,
Accessed December 15, 2014
“National CineMedia, Inc. - Annual Report.” National
CineMedia, Inc. - Annual Report. February 21, 2014.
Accessed December 16, 2014. http://investor.ncm.com/
secfiling.cfm?filingID=1193125-14-62920&CIK=1377630
“Potato Salad.” Kickstarter. Accessed December 9, 2014.
https://www.kickstarter.com/projects/324283889/potato-salad
Dollar Shave Club launches first TV campaign - 13th
November 2014. Mintel. Accessed December 9,
2014. http://0-academic.mintel.com.source.unco.edu/
display/722325/?highlight
Marketing to Millennials - US - February 2014. Mintel.
Accessed December 9, 2014. http://0-academic.mintel.com.
source.unco.edu/display/680599/
Workforce Communications. Meet Your Students: “The
Millennial Generation”. Career Education Review. Accessed
Dec 1, 2014. http://celsiusmarketing.com/download/
CareerEducationReview-CelsiusAdvertorial-0213.pdf
O’Reilly, Lara. “People Who Felt Tricked Into Thinking
vitaminwater Was A Health Drink Might Be Compensated
With Cash.” Business Insider. Oct. 22, 2014. http://www.
businessinsider.com/coca-cola-glacau-vitaminwater-
misleading-advertising-lawsuit-2014-10
A Labor of Like - Millennials 2015 - Favorite Brands Ranking
Report. Moosylvania. Accessed November 29, 2014. http://
moosylvania.com/millennials/Moosylvania_Millennial_
Study_2015.pdf
Council, Arbitron Cinema Adverising. 2007. "2007 Arbitron
Cinema Advertising Study." Cinema Advertising Council.
Accessed 12 15, 2014. http://www.cinemaadcouncil.org/cac_
research_arbitron.php.
Roger, Olivia. Silverscreen Advertising. Convergence
Media. March 11, 2014. http://www.wideeyemedia.com/The-
Exchange/Study-Proves-Cinema-Ads-Trigger-Heightened-
Response/
US Millennials: TV is the Most Influential Advertising
Medium. Marketingcharts.com. Accessed December
14, 2014. http://www.marketingcharts.com/television/
us-millennials-tv-is-the-most-influential-advertising-
medium-41493/
Vending - US - September 2012. Mintel. Accessed December
9, 2014. http://0-academic.mintel.com.source.unco.edu/
display/636480/?highlight#hit1
Fromm, Jeff. “The Secret To Bud Light's Millennial Marketing
Success” Forbes. October 7, 2014. http://www.forbes.com/
sites/jefffromm/2014/10/07/the-secret-to-bud-lights-millennial-
marketing-success/
21 31
32
33
34
35
36
37
38
39
40
22
23
24
25
26
27
28
29
30
No 2 6APPENDIX
E N D N O T E S
C O N T I N U E D
vitaminwater

No 2 7APPENDIX
B I B L I O G R A P H Y :
A Labor of Like - Millennials 2015 - Favorite Brands Ranking
Report. Moosylvania. Accessed November
29, 2014. http://moosylvania.com/millennials/Moosylvania_
Millennial_Study_2015.pdf
Council, Arbitron Cinema Adverising. 2007. "2007 Arbitron
Cinema Advertising Study." Cinema Advertising Council.
Accessed 12 15, 2014. http://www.cinemaadcouncil.org/cac_
research_arbitron.php.
Credeur, Mary Jane and Fineman, Josh. “Coca-Cola
Buys Maker of vitaminwater for $4.1 Billion (Update7).”
Bloomberg. May 25, 2007. http://www.bloomberg.com/apps/
news?pid=newsarchive&sid=aW2zg.b7gBKo
Dollar Shave Club launches first TV campaign - 13th
November 2014. Mintel. Accessed December 9,
2014. http://0-academic.mintel.com.source.unco.edu/
display/722325/?highlight“
Drink Hint,” Hint Water, accessed November 28, 2014,
https://www.drinkhint.com/home-alt#?offset=0&limit=27.
“Form 8-K for Skinny Nutritional Corp,” biz.yahoo.com, last
modified January 6, 2014, http://biz.yahoo.com/e/140106/
sknyq8-k.html
Fromm, Jeff. “The Secret To Bud Light's Millennial Marketing
Success” Forbes. October 7, 2014. http://www.forbes.com/
sites/jefffromm/2014/10/07/the-secret-to-bud-lights-millennial-
marketing-success/
Glenn Logan, “Play the SoBe Lifewater Zero Inhibitions
Bracket Challenge.” SB Nation: A Sea of Blue, March 16,
2010, http://www.aseaofblue.com/2010/3/16/1376034/play-
the-sobe-lifewatertm-zero.
Goodman, Brad, “Commercials in Movie Theaters”
videouniversity.com, Accessed December 15, 2014. http://
www.videouniversity.com/articles/commercials-in-movie-
theaters.
Huston Caitlin, “How I built it: Hint’s Fruitful Take on Water.”
Wall Street Journal, February 19, 2014, http://online.wsj.com/
articles/SB100014240527023036364045793932338633587
14.
“How Millennials Want Brands To Entertain Them (Graph).”
www.marketingcharts.com/traditional/4-in-10-millennials-
interested-in-co-creating-products-with-brands-25259/
Johnson, Lauren. “Pepsi’s Propel Zero Water rewards
athletes via mobile apps.” Mobile Commerce Daily.
March 26, 2012. http://www.mobilecommercedaily.com/
pepsi%E2%80%99s-propel-zero-water-doles-out-rewards-
via-athletic-apps
Kent, Muhtar, interview by Abi Ignatius “Shaking things up at
Coke”, Harvard Business Review. October, 2011, Accessed
December 15, 2014. https://hbr.org/2011/10/shaking-things-
up-at-coca-cola
Kortla, Kat, “Advertising your business in local movie theaters
: NCM National Cinema Media” Linkedin Blog: Guerilla
Marketing for the Printer Cartridge Industry. October 5, 2012,
Accessed December 15, 2014
Lachman, M. Leanne, and Brett, Deborah L. Generation Y:
Shopping and Entertainment in the Digital Age. Urban Land
Institute. Accessed November 29, 2014. http://www.uli.org/
wp-content/uploads/ULI-Documents/Generation-Y-Shopping-
and-Entertainment-in-the-Digital-Age.pdf
Lukovitz, Karlene. “Sparkling Ice Launches Campaign
Featuring NBA MVP Kevin Durant” Marketing Daily.
November 4, 2014, Accessed Dec. 2, 2014. http://www.
mediapost.com/publications/article/237529/sparkling-ice-
launches-campaign-featuring-nba-mvp.html?edition=77566.
"National CineMedia, Inc. - Annual Report." National
CineMedia, Inc. - Annual Report. February 21, 2014.
Accessed December 16, 2014. http://investor.ncm.com/
secfiling.cfm?filingID=1193125-14-62920&CIK=1377630.
Nielsen AMC Annual 2013
"NCM - Advertise." NCM - Advertise. January 1, 2014.
Accessed December 16, 2014. http://www.ncm.com/
advertise?CenterstageIndex=1.
O’Reilly, Lara. “People Who Felt Tricked Into Thinking
vitaminwater Was A Health Drink Might Be Compensated
With Cash.” Business Insider. Oct. 22, 2014. http://www.
businessinsider.com/coca-cola-glacau-vitaminwater-
misleading-advertising-lawsuit-2014-10
“Potato Salad.” Kickstarter. Accessed December 9, 2014.
https://www.kickstarter.com/projects/324283889/potato-salad
Roger, Olivia. Silverscreen Advertising. Convergence
Media. March 11, 2014. http://www.wideeyemedia.com/The-
Exchange/Study-Proves-Cinema-Ads-Trigger-Heightened-
Response/
Sean, It’s time to move with hint and Ingress codes (blog).
Hint Water Blog. https://blog.drinkhint.com/its-time-to-move-
with-hint-ingress/
“Search Results: Vending Machine” Sams Club.com,
Accessed December15, 2014, http://www.samsclub.com/
sams/search/searchResults.jsp?searchCategoryId
=all&searchTerm=vending+machines+gatorade&from
Home=no&_requestid=192718.

“Skinny Water 0 calories, 0 sugar, 0 guilt,” skinny2o.com.
Accessed December 3, 2014, http://www.skinny2o.com/
“Skinny Nutritional, LLC and Kalil Bottling Co. Join Forces
to Distribute SkinnyWater®,” skinnywater.com, last modified
October 31, 2014, http://skinnywater.com/skinny-nutritional-
llc-kalil-bottling-co-join-forces-distribute-skinnywater
Sorkin, Andrew Ross. “Coca-Cola Agrees to Buy
vitaminwater.” The New York Times. May 26, 2007, http://
www.nytimes.com/2007/05/26/business/26drink-web.html?_
r=1&
“Sparkling Ice finalizes DSD distribution network.” Sparkling
ICE. Accessed November 28, 2014. http://www.sparklingice.
com/article/sparkling-ice-finalizes-dsd-distribution-network
“Sparkling ICE Named Official Sparkling Flavored Water of
the LPGA.” LPGA. Accessed November 28, 2014. http://
www.lpga.com/golf/news/2012/11/sparkling-ice-named-lpga-
partner.aspx
“The Bold Meets the Best: Sparkling ICE Signs Endorsement
deal with Kevin Durant.” Sparkling ICE. Accessed November
28, 2014. http://www.sparklingice.com/article/the-bold-meets-
the-best--sparkling-ice-signed-
endorsement-deal-with-kevin-durant
Truong, Alice and Lawson, Sarah. “Hint Water Signs Deal
To Bring It To Schools And Hospitals.” Fastcompany.com.
Accessed November 28, 2014. http://www.fastcompany.
com/3038337/innovation-agents/hint-water-signs-deal-to-
bring-it-to-schools-and-hospitals
US Millennials: TV is the Most Influential Advertising Medium.
www.marketingcharts.com/television/us-millennials-tv-is-the-
most-influential-advertising-medium-41493/
Vending - US - September 2012. Mintel. Accessed December
9, 2014. http://0-academic.mintel.com.source.unco.edu/
display/636480/?highlight#hit1
vitaminwater Product Description. coca-colacompany.
com. Accessed November 27, 2014. http://www.coca-
colacompany.com/brands/product-descriptions#glaceau-
vitaminwater
“vitaminwater Nutrition Facts,” vitaminwater.com.
products/#vitaminwater-power-c
“vitaminwater Zero Nutrition Facts,” vitaminwater.com.
products/#vitaminwater-zero-rise
“What’s In Skinny Water,” Skinnywater.com. Accessed
December 3, 2014. http://skinnywater.com/function-nutrition
Workforce Communications. Meet Your Students: “The
Millennial Generation”. Career Education Review. Accessed
Dec 1, 2014. http://celsiusmarketing.com/download/
CareerEducationReview-CelsiusAdvertorial-0213.pdf
No 2 8APPENDIX
B I B L I O G R A P H Y
C O N T I N U E D
vitaminwater

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