Over the past few days, Coca-Cola has been in the news alot with numerous announcements. First with the global introduction of its PlantBottle, followed with its dispute with Costco, to their World of Coca-Cola speech of their 2020 plans. One point that was not lost of most people was the repositioning of vitaminwater10 to vitaminwater zero.
Currently, vitaminwater10 has 10 calories or less, but Coca-Cola claims it will be able to reduce calories completely out of this drink. In addition, the flavors will be transitioned to vitaminwater zero flavors. However, there were originally 8 flavors of vitaminwater10, so one flavor is being discontinued as a result of this repositioning – energy. Is this flavor not performing well compared to the others? Why discontinue one of the original flavors and stick with 4 of the newer, funky-name flavors?
This repositioning comes on the heels of a very impressive and successful launch for the vitaminwater10. Does this take away all the brand equity built into vitaminwater10, because alot of marketing dollars will be wasted as a result of this shift? What will be the consumer impact of this? Consumers may likely believe that zero calories is better than 10 calories, but the taste may be severely compromised. A lot of consumers have said that the xxx and essential flavors of vitaminwater10 do not taste as good as the full calorie offerings, and also have shifted back to the the full calorie beverages. We will have to wait to see what happens following the rollout next year.
In other news, vitaminwater will receive a package lift with metallic labels and nutritional value on the labels. BevWire believes this repackaging has benefits as well as shortcomings. First the positive – indicating the nutritional value shows consumers the healthy content they are taking in with each bottle. Not that the previous bottles did not show the nutritional value, but it was not as obvious. However, the repacking to shiny, metallic also kind of indicates that vitaminwater is selling out, or going celebrity. The original packaging was bland, but it worked. Not only that, but it showed that the important thing was the beverage itself, not the packaging. Now that the drinks are selling, they will repackage it to make it more…chic and flashy? BevWire just doesn’t agree with this…
However, BevWire did mention that vitaminwater is over-proliferated, so maybe this will indirectly help them shrink back down and pick out which flavors sell the best. Only time will tell….