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.”
Indeed, 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.
Too much customer service Tom Dougherty, CEO - Stealing Share 21 June 2018 Too much customer service is a real thing I’ve said this before, but I gotta say it again. Too much customer service drives me bat-shit crazy. Not surprisingly, Best Buy kills me with this....
Dow Jones ousts GE Tom Dougherty, CEO - Stealing Share 20 June 2018 Dow Jones kicks out GE. Now what? In 1896, the stock market adds GE as one of Dow Industrial Average’s first companies. As of June 26th of this year, it will no longer be part of the DJIA. I typically...
Tim Cook is leading the way Tom Dougherty, CEO - Stealing Share 19 June 2018 Apple CEO Tim Cook Tim Cook. Apple Act 2. Like everyone else, I worried about Apple’s succession plan. I was a died-in-the-wool member of the Steve Jobs cult. I was not sure what to make of...