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Vitaminwater

  • Vitaminwater
  • Vitaminwater
  • Vitaminwater
  • Vitaminwater
  • Truth
  • While vitaminwater gave rise to the enhanced water category and built brand love with end consumers, it fell flat with shopper Mom at retail. Price based promotions and flavor/color attributes influenced purchase decisions instead of vitaminwater's functional benefits (excellent source of c and b vitamins).
  • Expression
  • Utilizing multi-platinum artist Carrie Underwood, AMMIRATI developed a fully integrated shopper marketing campaign at Kroger designed to drive shoppers down the path to purchase. The 360-degree program featured a website with tips from our nutritionist and trainer, in-store displays, and radio. All to position vitaminwater as Mom's "hydration wingman" to help keep her and her family at their best.
  • Results
  • Not only did overall dollar volume at Kroger grow by 25%, household penetration increased by 26.5%, and shoppers who said vitaminwater hydration is "good for the entire family" rose by 13.9%.