Glacéau Vitamin Water is a flavoured nutrient enhanced water beverage with electrolytes and vitamins. The brand was launched in New York in 2000 and purchased by Coca-Cola seven years later. Our mission was to launch Glacéau Vitamin Water in Sweden and to grow the awareness (brand and product functionality).
The target audience:
Males and females (18-24 years old, but it’s more of a mindset). They are urban, hip, clever, adventurous and juggling many roles in life. They do not like routines, to stay at home, showing off or being like everyone else.
Actually, Glacéau Vitamin Water is the pioneer of the nutrient-enhanced water beverage category, but the competitor Vitamin Well is already well established in Sweden and is therefore perceived by many Swedes as “the original”.
Tell the truth – Vitamin Water is a copy of Glacéau Vitamin Water. The original from New York is now coming to Sweden.
The launch is about the unique characteristics of the different flavours. Every flavour is designed to fit a special condition, such as afternoon fatigue or a hangover. The flavours are presented with humorous, informal and conversational information texts on the bottles – a completely different tone of voice than our competitors.
The launch also consisted of a big release party and a pop-up store in Stockholm where our target audience could participate in a variety of activities and events, such as live music performances, yoga, film and art exhibitions – things that make the boring everyday life a bit more colorful.
To increase brand awareness, we focused on PR, word-of-mouth, influencer collaborations, social media and ads.
Glacéau Vitamin Water entered the Swedish market and gained huge attention, brand awareness and commercial success. The products reached notable sales figures in a segment with many established competitors.
Great PR value: From zero to over 1,000 referrals in blogs and magazines after only a few months.