The changes with Vitaminwater don’t make sense

Tom Dougherty, CEO – Stealing Share

12 June 2014

Does Vitaminwater really want to do this?

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.

“What confounds me is why Glacéau, the subsidiary of Coca-Cola that produces Vitaminwater, simply didn’t offer a Stevia alternative.”

 

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.

See more posts in the following related categories: Vitaminwater

5 Comments

  1. Mike Oz

    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.

    Reply
    • Tom Dougherty

      My bet is absolutely. Inside-out rather than outside in. Whatever happened to account planning?

      Reply
  2. Corbin

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

    Reply
    • Tom Dougherty

      You would think they would make it a priority. Sadly, most agencies see research as the enemy of creative.

      Reply
  3. Mark D.

    … That’s right. And this is what happens when companies act hastily.

    Reply

Submit a Comment

Your email address will not be published. Required fields are marked *

Use Nextdoor, get rid of Facebook

  Nextdoor   Tom Dougherty, CEO - Stealing Share 11 December 2018 Use Nextdoor, get rid of Facebook About a year or so ago, I kissed Facebook goodbye. Much to my surprise, it’s making me use NextDoor more. My withdrawal from online communities probably isn’t a shocker...

Brand purpose is not what many think it is

  Brand Purpose   Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...

Retail market changes are akin to climate change

  Retail market changes   Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...

Share This