I am also a fan of Propel's advertising campaigns. The ones airing now are effective in explaining Propel's key benefits and pit the drink against Vitamin Water as a more sensible option. In other words, Vitamin Water gets dissed. And considering their spokesman is 50 Cent, I knew shit was going to go down. 50 doesn't take rap from nobody. So since I've seen the commercials, I've been waiting for Vitamin Water to strike back.
Today when I was running, a woman stepped out of nowhere and handed me a free Vitamin Water. An ingenious move on her part. How did she know I liked hydration? Then I saw a Vitamin Water van and did a quick read of the side panel, which proported the various health benefits of the drink. I guess this must be the first move in Vitamin Water's counter-marketing attack.
But it's a stupid move on their part. First of all, Vitamin Water is nine grams of sugar and 50 calories shy of being Coke. Plus the sugar is refined, bad sugar. Not good fruit sugar. I understand that they want to appeal to health-fads, but why not focus on the different supplemental combinations that each drink contains? Propel has vitamins as well, but they lack the variety of Vitamin Water. Also, incorporate more of 50. Women will remove their drawers and chuck them at the stage for him, I think they would go out and spend a little over a dollar on his grape drink if he told them to. If I were writing the TV script, it would go something like this:
Close Shot on 50 Cent doing push-ups with his shirt off to "Out of Control," sweat is rippling down his well-defined front. He stands up and chugs a bottle of Vitamin Water.
50 Cent: Bitch, buy my water.
End Scene.
Who isn't going to listen to this man? He was shot NINE TIMES.
Just saying... that's all.
