OUGD503 FEEL GOOD DRINKS - VITAMIN WATER RESEARCH

In store:
I found Vitamin Water in Morrisons on the top of a shelf shared with Lucozade, Mountain Dew, and other energy drinks, which isn't where I thought I'd find it, as from perception is seems like a health drinks, water with added goodness, not an energy drink with a lot of sugar and additives in it. It also isn't in a very prominent place, being on the top shelf, it wouldn't be in your line of sight, and shorter people may not be able to see it properly, especially if the front few were missing.

Close up, £1.44, not exactly the cheapest drink in the world.

On the left is some form of energy drink, and on the other is Monster, another energy drink, but one that doesn't look as if it is good for you or will give you good energy. This makes it look as if it may give you energy, but isn't great for you.

Online:

The Website:

Be Inspired link:

Drink up link.

Twitter page.

Facebook page.

Did you know: Vitamin Water is a Coca Cola company, under the Glaceau brand name. This begs all different questions of whether or not it is actually healthy for you or filled with sugar like most of Coca Cola's drinks.

Advertising:

Advertisement for Vitaminwater by Coca Cola, which has gotten banned for misleading health and nutrition claims, according to The Guardian.

This is a Japenese commercial for Vitaminwater set in New York City. It's a little bizarre to say the least... (with music by Das Racist's Heems)





Vitaminwater isn't as good as it looks...
According to Authority Nutrition Vitaminwater isn't all that great for you, and contains a little more than just vitamins, nutrients and water. In fact it contains a whole load of added sugar (except for the Zero sugar range). This added sugar, which is mainly fructose, is linked to a whole range of health problems if consumed in large amounts. The Zero sugar line, although doesn't have any added sugar in it, it instead is sweetened by erythritol. The regular Vitaminwater drink with all it's added sugar, contains almost as much added fructose as a bottle of Coca Cola, which is shocking when you look at the name of the drink. This is due to fructose being the main added sugar in Vitaminwater, but only half the added sugar in Coca Cola.
When you drink added sugar drinks, you are essentially drinking more calories, which your body doesn't process as calories, so doesn't make you eat any less food to compensate. This can lead to weight gain, and then other health problems over time. Consumption of sugar sweetened drinks is one of the strongest risk factors for obesity. One bottle of Vitaminwater contains 50-100% of the recommended upper limit for added sugar.
Vitaminwater, including the Zero line, contain micronutrients that most people already get enough of, and drinking more of these vitamins has no added health benefits, they are just removed from the body by way of urinating. However, some varieties of Vitaminwater contain Vitamins A and E, which when consumed in abnormally large amounts, can actually increase risk of premature death, some studies have shown.
Coca Cola have already been sued for deceptive and unsubstantiated health claims about Vitaminwater, this was their response: "no reasonable person would be misled into thinking that Vitaminwater was a healthy beverage."
According to Food navigator-usa.com, CSPI Executive Director Michael Jacobson said "The marketing of vitaminwater will go down in history as one of the boldest and brashest attempts ever to affix a healthy halo to what is essentially a junk food, a non-carbonated soda."

Bottle label:
The bottle label comes across as being very much like medicine packaging. There's a lot of black text which makes it look very information heavy and factual. The colours are gender neutral however and reflect the flavour of the drink which helps people find the right flavour from afar.

Message on the top of the lid is where you look every time you open the bottle, a key message to be included here? Reinforce Feel Good as a healthy brand.

This research has been really useful to see how a product looks in real life compared to it's online presence. Looking at the label itself and seeing the design on the top of the lid is also something to take into consideration for the design of the label itself as well, as the lid especially could be really interesting, a way of communicating something specific.