2000s

vitaminwater

Brand, Ammirati · For Glacéau

Six Glacéau vitaminwater bottles in a rising row, from XXX and multi-v to ignite, essential, d-fence and power-c

Ammirati created the brand for vitaminwater, the drink from Glacéau, the company co-founded by J. Darius Bikoff and Mike Repole. Each flavor carried its own color and name under one bold typographic system, helping turn a vitamin drink into one of the defining consumer brands of the 2000s.

The brand grew through well-known partners, among them 50 Cent and his Formula 50 flavor, and Chicago Bears linebacker Brian Urlacher, whose vitaminwater cap at Super Bowl media week in 2007 drew a $100,000 fine from the NFL.

In May 2007 the Coca-Cola Company agreed to acquire Glacéau for $4.1 billion.

Company
Glacéau, co-founded by J. Darius Bikoff and Mike Repole
Role
Brand, Ammirati
Outcome
Acquired by Coca-Cola, 2007, $4.1 billion

Sources and links Coca-Cola’s announcement, BevNet Mike Repole Brian Urlacher’s vitaminwater fine, CNBC vitaminwater

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