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.
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