Strategies in enhanced water

Strategies in
enhanced water
Analysis and case studies from
the US market
Strategies in Enhanced Water
Strategies in Enhanced Water
Strategies in Enha
nced Water
GLACEAU VITAMINWATER’S LIFESTYLE POSITIONING CREATES BEHEMOTH BRAND
Case study 2:
Skinny Water
Like Amazon in online bookselling and Starbucks in coffee houses, Glaceau may have guaranteed its
long-term survival in the enhanced-water business, despite more recent challenges, because it essentially
invented the category. When the Queens, N.Y.-based startup introduced Vitaminwater in 1999, the nowCOMPARISONS
CHART 2: US ENHANCED-WATER PRICE
flourishing era of enhanced waters in America was born.
Given the “all-natural”
as Borba sell at a huge premium.
such
waters
niche
shows,
unenhanced
chart
As the
that this water Glaceau
founder Darius Bikoff was a metals-industry entrepreneur in 1993 when a water-contamination
and it’s very low price it isn’t surpising
US market.
the
on
positioning of Nestlé Pure Life water
brands
g
best-performin
scare hit his Manhattan neighbourhood. He went into a shop to buy some bottled water, andOver
became
- has been one of the
the last decad
but marketed for health and wellness
$6
e Glaceau Vitam
confused by the options. In the tradition of other beverage-brand stalwarts that got their start with
created a new
inwater has
entrepreneurs – including Snapple, Arizona and Nantucket Nectars – Bikoff put his instincts to work
on
segment of the
6
American bottle
water
marke
an idea for selling absolutely pure water with added nutrients. So he vapour-distilled water and
then
added
t that hadn’t existe
d
d before – enhan
water$1.19
calcium, magnesium and potassium at levels that greatly assisted rehydration. Retailing at about
to
s. It has
ced
risen from start-u
$1.29 for a one-litre bottle, the resulting Smartwater provided “purity you can taste and hydration
you can
p to be the numb
5
one brand
er
in fortified water
feel”. Next, in 1998, Glaceau introduced Fruitwater, which contained fruit flavouring.
in the
Price per litre
Comp
Strategies in ter
a
enhandccaesedstw
udies from
(equivalent)
4
$2.86
3
$2.70
$2.52
2
$1.79
1
0
Analysis an
the US market
Glaceau
Glaceau
VitaminWater SmartWater
$1.49/ $1.79/litre
20 fl oz
SoBe Life
$1.69/
20 fl oz
officer of Skinn
y Nutritional Corp.
, in an interview
in 2009 with New
Nutrition Busine
ss. “It has flavou
vitamins and
r,
antioxidants –
but zero calori
Skinny Water
es.”
also is boosted
US market.
etitors both large
by various weigh
loss and appet
$3.80
and small have
tite-control additi
been racing
imitat
$3.38
But Vitaminwater took off more quickly than either product when Bikoff came up with it in to
1999,
ande then
its success –
ves,
with
is sweetened
sucralose and
and with the
of PepsiCo’s
Ace-K and also
cleverly made a design and marketing phenomenon out of his new invention.
exception sweet
Propel enhanced
stevia
eners,
-deriv
ed
and coloured
water, almost
without success.
from fruit and
all sources.
In fact, Cocavegetable
From the sleek design of its bottles to the bright colours of each individual product, from Bikoff’s
Cola simply gave
up on
early marketing efforts featuring advertisements in the likes of Vanity Fair to his successful placingthe effort and instead bough
And on that
t the Glaceau
Vitaminwater
basis, McDonald
$1.50 in the hands and on the lips of celebrities, Vitaminwater became the first behemoth
of Vitaminwater
brand in 2007
Pennsylvania-bas
said, the
for $4.1 billion
ed company believ
billion).
enhanced-water brand.
(€2.6 it can
es not only that
take a significant
Coke’s acquisition
share
of
the crowded but
growing enhan
of Vitaminwat
Original Vitaminwater contains 125 calories and 32.5g of
ced-water marke
an opportunity
er opened up
t, but also expan
for entrepreneu
into other Skinn
sugar per 20oz (600 ml) bottle, which are fairly hefty levels
d
r Don McDonald
y-branded produ
– now Skinny
for Waterr
something
that claims to be a health drink. However,
cts including teas
CFO – and his
Nestlé Pure
and smoothies.
Skinny
Borba
Hint
colleagues at Skinn
Function Water
Water.
LifeVitaminwater into a lifestyle brand, at which
Bikoff
$1.69 turned
y
$3/
Retail sales of
$1.79/
$1.99/
$0.75/
the Skinny Water
point
being a mere healthy beverage.
“There were
500mlit transcended
470ml
16oz
480ml
nine months
many distributors
brand in the
500ml
to
September 30
country who had
around the
2009 were $3.8
million (€2.8 millio
been distributing
“Vitaminwater is the icon of the health and wellness
but then lost it
Vitaminwater
n);
2009 was the
because Coke
revolution from a mainstream standpoint,” explained Carol
full year on the
brand’s first
was taking over
market. In the
were doing a
– they comp
Dollard, chief operating officer of Energy Brands Inc., the
same period the
lot of Vitaminwat
any showed an
er but then they
slowly.
had nothing,”
owner only
of Glaceau,
to New Nutrition Business at the time.
operating loss
McDonald expla
beverages do – and may grow
(€3.7 million),
of $5 million
“That’s what’s to
different
ined. “They were
an unsurprisin
be about us from some others.”
looking for somet
g level of loss
hing to fill that
start-up brand
The marketing language will also need
for a
vacuum.”
business. Since
An earlier manif
like
brands
September Skinn
Frombylaunch
in 1999 Vitaminwater had rocketed to 10th
has significantly
estation of Skinn
very different from that defined
y
widened its distrib
had fielded Skinn
y Nutritional
place
in the US bottled water market by 2005, notching
to predominate
ution.
y-brand beverages
Glaceau, and which has come
become a public
and even had
overall calendar-year sales of $100 million (€73 million),
ly held company
MAKING SKINN
in marketing enhanced waters.
Y STAND OUT
passing Crystal Geyser, Ice Mountain, Evian and others into
before folding
up. So McDo
Glaceau’s latest lifestyle marketing
features
nald and his partn
10th place.
talkshow host and American
judge Ellen
ers
old Idol
took
corporate shell
over the McDo
DeGeneres.
and decided to
nald said he was
try to revive the
brand, whose
2.3 Low/no-calorie a key
highly
aware of the need
very name create
establishing differe
for
s an obvious
ntiation when
intriguing statem
and television
requirement
the former cableent about the produ
advertising execu
cts’ attributes.
“We’ve devel
tive, and curren
capitalist, jumpe
oped products
t venture
d at the Skinny
that are like
Vitaminwater
enhanced
opportunity.
but without the
Perhaps the biggest problem for
In mid-2007 the
calories,” expla
new Skinny Nutri
McDonald, then
has been
ined its first
tional launched
president and
waters in expanding distribution
Skinn
y Water produ
chief executive
– for
cts nationwide
retail multiple Targe
their reputation – often unjustified
through
t Stores, the 2nd
function.
biggest general
providing calories along with their
$4
Propel
$1.59/
20 fl oz
Source: IRI Infoscan
active
successfully as a product for young,
The
urbanites both in China and Australia.
in China,
same lifestyle marketing rules apply
sporty
where, in line with Mizone’s active,
of
one
and healthy image, the actor Jet Lee,
used
is
stars,
China’s best-known action movie
as a brand “ambassador”.
CONSUMERS
A DIFFERENT APPROACH FOR OLDER
the
Glaceau has built its success on winning
does
loyalty of 18-35 year-olds. This age group
only start
not yet have health concerns – they
driver of
to become an issue for people and a
of 40 and
purchase when they pass the age
that
particularly 50. It is this older age-group
foods and
forms the core buyers of functional
brand
beverages. A lifestyle-oriented water
may even
that has no specific benefit – and
appeal
have a high load of calories – has little
for older consumers.
older
Enhanced waters may yet target
d
consumers successfully with science-base
start out
messages, but these products will
foods and
as niche brands – as all functional
to calories
Yet consumers’ increasing attention
from
– often the reason many people switched
to regular
drinking carbonated soft drinks
neglected by
The 12-strong Vitaminwater range includes:
bottled water – has largely been
• Defense Vitaminwater which is aimed at supporting the immune system with vitamin C, B vitamins and zinc.
the major enhanced water brands.
• XXX, an acai-blueberry-pomegranate
variant promising antioxidants
r10
Glaceau’s low-calorie line Vitaminwate
• Power-C, an energy variant with vitamin C and taurine
(250ml) serving
had only 10 calories in each 8oz
They all8oz
for around $1.49 (01.09) for a 20oz (600 ml) bottle, and are distributed nationwide in supermarkets,
(250ml)
in retailoutlets
compared with 50 caloriesconvenience
and natural-foods markets, where the product line got its start.
10
r
Vitaminwate
r.
of regular Vitaminwate
(€54.6
generated retail sales of $73.6 million
market,
million) in 2009, its first year on the
11
suggests
www.new-nutrition.com
according to IRI data. Its rapid success
7
Published by
www.new-nutrition.com
Report
Published May 2010
28
www.new-nutrition
.com
Contents
1. Executive Summary
2. Strategies in enhanced water
2.1 Naturally functional or added functionality?
2.2 Lifestyle marketing beats big science
A different approach for older consumers
2.3 Low/no-calorie a key requirement
2.4 Easy-to-accept ingredients and easy-to-understand benefits
2.5 A focus on the 18-35 age-group, particularly women
2.6 It’s all about distribution and shelf space
Box: Glaceau Vitaminwater’s lifestyle positioning creates behemoth brand
Box: Glaceau turns to Facebook for lifestyle connection
3. US market trends
3.1 Market data summary
3.2 Glaceau, Coke-owned lifestyle marketing icon, falls from grace
3.3 Low calorie cannibalisation?
3.4 Pepsi Propel down, Lifewater up
3.5 “Natural health” and aggressive pricing help drive Nestlé’s success
3.6 A category in decline?
Box: Environmental issues depress bottled water sales?
4. Five key case studies in enhanced water
Case
study 1: Special K protein drinks
Modest start to sales, then a slide
Muddled messages?
Merchandising mis-step
A brand too far
Shaking things up
Comment
Case
study 2: Skinny Water
Making Skinny stand out
Creative promotion
Stevia sweetener basis of new products
Increasing distribution
Case
study 3: Hint Water
Going preservative-free a challenge
Experimenting with flavour
Sustainability and distribution challenges
PR and sampling crucial
Case study 4: Function Water
A stronger emphasis on functionality
Case
study 5: Borba’s beauty water
Beauty: industry background
Upscale distribution
An expert brand
CHARTS AND TABLES
Chart 1: PepsiCo and Coke dominate distribution and the market with a 90% market share
Chart 2: US enhanced-water price comparisons
Chart 3: Glaceau Vitaminwater stumbles after a decade of phenomenal growth
Chart 4: Special K20 sales – a modest start, then a slide
Table 1: US bottled water market snapshot 2009
Table 2: Special K protein shake (strawberry) nutrition facts
Table 3: Range focuses on key benefits and steps back from multiple benefits
Table 3: Borba Age Defying Skin Balance water facts
Companies and brands
COMPANIES & BRANDS IN THIS REPORT
Aquafina
Borba
Coca-Cola
Dasani
Function Water
Glaceau
Hint Water
Kellogg’s
Nestlé Waters
PepsiCo
Propel
Pure Life
Skin Balance Water
Skinny Water
Smartwater
SoBe LifeWater
Special K Protein Shakes
Special K20 Protein Water
Truvia
Vitaminwater
Vitaminwater 10
Vitaminwater Zero
CONTINENTS & COUNTRIES IN THIS
REPORT
North America
USA
About this report
FoRMAtS & PRICING
Data without interpretation doesn’t help you make decisions. And hence the bare number of a 9% decline in the US
enhanced water market doesn’t explain the changing trends and likely future direction of the market.
Available
formats:
Pricing:
The
biggest trend
is that low/no-calorie
is fast changing the enhanced water landscape. For example, the biggest
brand, Coca-Cola-owned Glaceau’s Vitaminwater, experienced a sales plunge of 22%. But Glaceau may have simply
cannibalised sales of its own brand with the launch of Vitaminwater10 (since repositioned as a zero-calorie line,
PDF & PPT each priced at:
PPT – 160 slides
Vitaminwater Zero, sweetened with stevia).
€200/$295/£160/C$295/A$345/NZ$395/¥33000
Another key driver is consumer interest in products that are “natural” or “free-from” preservatives. The success of
Glaceau’s minimally enhanced Smartwater brand is a sign of the times. It’s a trend which has also propelled 17%
PDF and
PPT positioning.
package (save 20%):
PDF
– 80forpages
sales
growth
PureLife, with its “naturally
healthy”
€320/$472/£256 /C$472/A$552/NZ$632/¥52,800
Ingredient and benefits choices are crucial. Putting protein and fibre in water, as Kellogg’s tried to do with its
failed Special K20 Protein waters, does not tie in with what most consumers’ image of what water should be. The
ingredients and the benefits you intend to offer need to be easy to accept and easy to understand (and the product
needs
good).
How tototaste
order:
Complete
and return
theand
attached
ordersales
formdata this report analyses recent enhanced water successes and
Based
on industry
interviews
supermarket
failures
the US, covering, among many other areas:
E-mail:inMiranda.mills@new-nutrition.com
•
Low/no
calorie
Or visit:
http://www.new-nutrition.com/10kt09.asp
• Protein
• Weight management
• Skin and beauty
• Medicalised functionality
Insights don’t have to cost a fortune
Our analysis sets out the critical factors that are vital to consider in formulating an enhanced water strategy. It
provides executives in marketing, technical, innovation and NPD roles with real-world insights that can be applied in
any setting.
Expertise in the business of food, nutrition and health since 1995
ABout uS
This report draws on material published in our journal New Nutrition Business, which provides case studies
and analysis of success and failure in the global nutrition business. It is used by more than 1,700 corporate
subscribers in 42 countries.
Since 1995 we have been researching, analysing and forecasting the global nutrition business, and we provide
expert consultancy to companies and government organisations around the world.
Many companies make New Nutrition Business available online to all of their research, product development
and marketing staff. Our website – www.new-nutrition.com – contains the largest searchable internet database of
information about the business of food and health.
We have a small staff – all with experience in nutrition or in food and beverage marketing – but a global
perspective, with offices in London and New Zealand and affiliates in Japan and Finland.
FORMATS & PRICING
Available formats:
Strategies in Enhanced Water
Strategies in Enhanced Water
Strategies in Enhan
ced Water
GLACEAU VITAMINWATER’S LIFESTYLE POSITIONING CREATES BEHEMOTH BRAND
Case study 2:
Skinny Water
Like Amazon in online bookselling and Starbucks in coffee houses, Glaceau may have guaranteed its
long-term survival in the enhanced-water business, despite more recent challenges, because it essentially
invented the category. When the Queens, N.Y.-based startup introduced Vitaminwater in 1999, the nowflourishing era of enhanced waters in America was born.
Given the “all-natural”
such as Borba sell at a huge premium.
unenhanced
As the chart shows, niche waters
that this water - Glaceau
founder Darius Bikoff was a metals-industry entrepreneur in 1993 when a water-contamination
and it’s very low price it isn’t surpising
US market.
the
on
positioning of Nestlé Pure Life water
brands
scare hit his Manhattan neighbourhood. He went into a shop to buy some bottled water, andOver
became
- has been one of the best-performing
the last decade
but marketed for health and wellness
$6
confused by the options. In the tradition of other beverage-brand stalwarts that got their start with
Glaceau Vitam
created a new
inwater has
entrepreneurs – including Snapple, Arizona and Nantucket Nectars – Bikoff put his instincts to work
on
segment of the
6
American bottled
water
marke
an idea for selling absolutely pure water with added nutrients. So he vapour-distilled water and
then
added
t that hadn’t existed
before – enhan
waters$1.19
calcium, magnesium and potassium at levels that greatly assisted rehydration. Retailing at about
to
. It has
ced
risen from start-u
$1.29 for a one-litre bottle, the resulting Smartwater provided “purity you can taste and hydration
you can
p to be the numbe
5
one brand
in fortified water
r
feel”.
Next,
in
1998,
Glaceau
introduced
Fruitwater,
which
contained
fruit
flavouring.
in the
Price per litre
Comp
COMPARISONS
CHART 2: US ENHANCED-WATER PRICE
Strategies in ter
a
enhandccaesedstw
udies from
(equivalent)
4
$2.86
3
$2.70
$2.52
2
$1.79
1
0
Analysis an
the US market
PDF
52 pages
Glaceau
Glaceau
VitaminWater SmartWater
$1.49/ $1.79/litre
20 fl oz
SoBe Life
$1.69/
20 fl oz
officer of Skinny
Nutritional Corp.,
in an interview
in 2009 with New
Nutrition Busines
s. “It has flavou
vitamins and
r,
antioxidants –
but zero calorie
Skinny Water
s.”
also is boosted
US market.
etitors both large
by various weight
loss and appeti
and small have
te-con
to
been racing
trol additives,
imitate
$3.38
But Vitaminwater took off more quickly than either product when Bikoff came up with it in 1999,
and then
its success –
with sucralose
is sweetened
and with the
and Ace-K and
of PepsiCo’s
cleverly made a design and marketing phenomenon out of his new invention.
except
ion
also stevia-derive
Propel enhanced
sweeteners, and
d
water, almost
coloured from
without succes
all
fruit
s.
source
In
and
fact,
vegeta
s.
From the sleek design of its bottles to the bright colours of each individual product, from Bikoff’s
Coca-Cola simply
ble
up on
gave
early marketing efforts featuring advertisements in the likes of Vanity Fair to his successful placingthe effort and instead bough
And on that
t the Glaceau
Vitaminwater
basis, McDo
$1.50 in the hands and on the lips of celebrities, Vitaminwater became the first behemoth
of Vitaminwater
brand in 2007
nald said, the
Pennsylvania-based
for $4.1 billion
billion).
company believe
enhanced-water brand.
(€2.6 it can
s not only that
take a significant
Coke’s acquisition
share of the crowd
growing enhan
of Vitaminwate
ed but
Original Vitaminwater contains 125 calories and 32.5g of
ced-water marke
an opportunity
r opened up
t, but also expan
for entrepreneur
into other Skinny
sugar per 20oz (600 ml) bottle, which are fairly hefty levels
d
Don McDonald
-branded produ
– now Skinny
for Waterr
something
that claims to be a health drink. However,
cts including teas
CFO – and his
Nestlé Pure
and smoothies.
Skinny
Borba
Hint
colleagues at Skinny
Function Water
Water.
LifeVitaminwater into a lifestyle brand, at which
Bikoff
$1.69 turned
$3/
Retail sales of
$1.79/
$1.99/
$0.75/
the Skinny Water
point
being a mere healthy beverage.
“There were
500mlit transcended
470ml
16oz
480ml
nine months
many distributors
brand in the
500ml
to September
country who had
around the
30 2009 were
million (€2.8 million
been distributing
“Vitaminwater is the icon of the health and wellness
$3.8
but then lost it
Vitaminwater
); 2009 was the
because Coke
revolution from a mainstream standpoint,” explained Carol
full year on the
brand’s first
was
taking
market. In the
were doing a
over – they
Dollard, chief operating officer of Energy Brands Inc., the
same period the
lot of Vitaminwate
company showe
d an operating
r but then they
slowly.
had nothing,”
owner only
of Glaceau,
to New Nutrition Business at the time.
loss of $5 million
McDonald explain
beverages do – and may grow
(€3.7 million),
“That’s what’s to
different
an unsurprising
ed. “They were
be about us from some others.”
looking for someth
level of loss for
start-up brand
The marketing language will also need
ing to fill that vacuum
a
business. Since
An earlier manife
like
.”
brands
September Skinny
Frombylaunch
in 1999 Vitaminwater had rocketed to 10th
has significantly
station of Skinny
very different from that defined
widened its distrib
had fielded Skinny
Nutritional
place
in the US bottled water market by 2005, notching
to predominate
ution.
-brand beverages
Glaceau, and which has come
becom
and
overall calendar-year sales of $100 million (€73 million),
even had MAKIN
e a publicly held
G SKINNY STAND
company before
in marketing enhanced waters.
passing Crystal Geyser, Ice Mountain, Evian and others into
up. So McDo
Glaceau’s latest lifestyle marketing
features
OUT
folding
nald and his partne
10th place.
talkshow host and American
judge Ellen
rs took over the
old Idol
corpor
ate shell and decide
McDo
DeGeneres.
nald said he was
d to try to revive
brand, whose
2.3 Low/no-calorie a key
highly aware of
the establishing
very name create
the need for
differentiation
s an obvious
intriguing statem
when the forme
and television
requirement
ent about the produ
r cableadvertising execut
cts’ attributes.
“We’ve develo
ive, and curren
capitalist, jumpe
ped products
t venture
d at the Skinny
that are like
Vitaminwater
enhanced
opportunity.
but without the
Perhaps the biggest problem for
In mid-2007 the
calories,” explain
new Skinny Nutrit
McDonald, then
has been
ed its first Skinny
ional launched
president and
waters in expanding distribution
Water products
chief executive
– for
nationwide throug
retail multiple Target
their reputation – often unjustified
h
Stores
, the 2nd bigges
function.
t general
providing calories along with their
$4
Propel
$1.59/
20 fl oz
Source: IRI Infoscan
active
successfully as a product for young,
The
urbanites both in China and Australia.
in China,
same lifestyle marketing rules apply
sporty
where, in line with Mizone’s active,
one of
and healthy image, the actor Jet Lee,
is used
China’s best-known action movie stars,
as a brand “ambassador”.
CONSUMERS
A DIFFERENT APPROACH FOR OLDER
the
Glaceau has built its success on winning
does
loyalty of 18-35 year-olds. This age group
only start
not yet have health concerns – they
driver of
to become an issue for people and a
of 40 and
purchase when they pass the age
that
particularly 50. It is this older age-group
foods and
forms the core buyers of functional
brand
beverages. A lifestyle-oriented water
may even
that has no specific benefit – and
appeal
have a high load of calories – has little
for older consumers.
older
Enhanced waters may yet target
consumers successfully with science-based
start out
will
products
these
but
messages,
foods and
as niche brands – as all functional
$3.80
to calories
Yet consumers’ increasing attention
from
– often the reason many people switched
to regular
drinking carbonated soft drinks
neglected by
The 12-strong Vitaminwater range includes:
bottled water – has largely been
• Defense Vitaminwater which is aimed at supporting the immune system with vitamin C, B vitamins and zinc.
the major enhanced water brands.
• XXX, an acai-blueberry-pomegranate
variant promising antioxidants
10
Glaceau’s low-calorie line Vitaminwater
• Power-C, an energy variant with vitamin C and taurine
(250ml) serving
had only 10 calories in each 8oz
They all8oz
for around $1.49 (01.09) for a 20oz (600 ml) bottle, and are distributed nationwide in supermarkets,
(250ml)
in retailoutlets
compared with 50 caloriesconvenience
and natural-foods markets, where the product line got its start.
10
Vitaminwater
Vitaminwater.
regular
of
(€54.6
generated retail sales of $73.6 million
market,
million) in 2009, its first year on the
11
suggests
www.new-nutrition.com
according to IRI data. Its rapid success
7
www.new-nutrition.com
28
www.new-nutrition.c
om
Report
Published by
Range focus
es on
Glaceau Vitaminwater’s lifestyle positioning
benefits creates key benefits and steps
back from mu
behemoth brand
ltiple
Powerpoint
123 slides
Strategies in
ter
enhanced waies from
case stud
Analysis and
t
ke
the US mar
Alternative Ene
rgy: Contains
300mg of caffeine
team of rare rain
and epimedium
forest imports,
“Vitaminwater is the icon of the health and
including muira
extract as well
release energy
as
puma, catuaba
at a smooth, con
wellness revolution from a mainstream
, guarana and yerb “an all-star
sistent rate ove
heart palpitations
r a longer period
a mate, which
or dizzying cras
standpoint,” explained Carol Dollard, chief
of time. This mea
hes after your
DV of vitamin
ns no scary
initi
C,
50%
al
boo
of the DV of each
operating officer of Energy Brands Inc., the
st”. Also include
and 33% of the
d
of
is
vita
100
min
% of the
DV
s B3, B6 and B12
of zinc.
owner of Glaceau, to New Nutrition Business at
, 200mcg of foli
c acid
the time. “That’s what’s different about us from Light
Weight, for wei
ght
some others.”
con
trol. Its key func
amount of calo
tional ingredie
ries the body take
nt is gymnema,
s in from fat and
used to govern
whi
ch
limi
blood-sugar leve
carbohydrates.
ts the
From launch in 1999 Vitaminwater had
It’s an extract of
ls in some Typ
e 2 borderline
a leaf that is
rocketed to 10th place in the US bottled water
diabetics.
market by 2005, notching overall calendar-year
sales of $100 million (€73 million), passing
Crystal Geyser, Ice Mountain, Evian and others
Glaceau’s latest lifestyle marketing
into 10th place.
features talkshow host and American
Idol judge Ellen DeGeneres.
27
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