Since being back in the UK I've noticed that vitamin water is slowly beginning to appear on the shelves of cafes and shops. This was a huge product in Australia, and the copywriting on the bottles entertained me immediately. The Glaceau products are designed to address people who are aware of the importance of their health, supported by their slogan "hydrate responsibly". There is a great sense of humour behind the copywriting which is perfect for the young audience that the vibrant packaging is aimed at. The names add to the appeal too, instead of boring flavour names "blackcurrant", each flavour has been given an imaginative name to enhance the personality of that flavour and support the copy.
The look of the product is simple and distinct, making the product not only look good on the shelf but stand out from its competition along side it. The website also promotes the products in a great way, each flavour again has a distinct look (colour) and an animated illustration similar to the "coke side of life" imagery I have blogged previously.
There is plenty of information, and the same amount of humour and good writing packed into each page. The UKs page is slightly different but the same tone of voice is used, and in my opinion is just as sucessful and witty. The whole campaign lends itself to creating a personality for each flavour making for a successful and fun piece of branding.
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