• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

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Vitaminwater’s changes don’t make sense

There’s an old adage, “If it ain’t broke, don’t fix it.”

Here’s a suggestion for the folks at Vitaminwater — mediate on that mantra for a while.

vitaminwaterIndeed, the recent news of the popular sports drink swapping out most of the sugar for Stevia, an artificial sweetener, probably missed your radar. Turns out, the swap has bothered the faithful so much that it is boycotting the drink for good.

While a vitamin-filled drink that is packed with sugar doesn’t really fit the mold of a healthy alternative, it’s what consumers expected and wanted. Why mess with that?

What confounds me is why Glacéau, the subsidiary of Coca-Cola that produces Vitaminwater, simply didn’t offer a Stevia alternative. Choice is often a great benefit. Instead, Glacéau went for broke, alienating the faithful in the process.

The basketball great John Wooden once said, “Never confuse activity with accomplishment.” Glacéau did just that. Our advice? Identify the goals and act accordingly to meet them – and don’t alienate your loyal followers.

5 thoughts on “Vitaminwater’s changes don’t make sense

  1. One thought, though. Wonder if this was one of those internal discussions that led to: “How can we make our drink healthier?” Without actually researching customers.

  2. Absolutely an “internal discussion.” It never ceases to amaze me at how many companies think they know more about their customers than their customers.

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