Music has always been a central aspect of vitaminwater’s positioning, but the brand found itself losing market share with young consumers with whom music most resonates. vitaminwater commissioned Kelton to identify key trends and viable opportunities to better connect with this key demographic and reinvigorate passion for the beverage.
Kelton helped vitaminwater face the music – literally – through a combination of:
Our insights provided an in-depth look at what music means to children, teens, and young adults, and how it can affect their beverage purchases. Our findings informed vitaminwater’s 2013 programs and helped them find new ways to leverage music in marketing efforts.