Call the makers of VitaminWater in Queens, N.Y., and a recorded female voice that sounds strikingly similar to Fran Drescher’s in The Nanny asks if you’re thirsty. “Well, you’re in luck,” she says. “The girls at the beauty parlor say the stuff works miracles. Maybe it’s because the products are totally natural, which is certainly more than I can say about some of the celebrities I see drinking it.”
Celebrities, or at least their good looks, may not be totally “natural,” but their endorsements have helped make VitaminWater a hit in today’s highly competitive soft beverage market. Glacéau, the company that makes the fruity “enhanced” water, has spent millions on marketing and advertising to make sure the public sees those celebrities drinking it. And some companies might hesitate to tease the people who have fueled their products’ popularity. Not Glacéau. The company’s success was built on aggressive, edgy marketing strategies. They were so successful, with triple-digit sales increases, that The Coca-Cola Co. bought Glacéau in 2007 for $4.1 billion — the largest acquisition in the soda giant’s history.
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