Color Psycho
It's hard to refute that a blaze of bright colors can blind the eye, leaving us helplessly desirous of possessing multiples of one product whose function remains constant...in clothes and shoes we consume a little less slowly but when the product is for the entire family, well the family can 'share' the experience and own five different colors at one time! M&M lets you possess that delight in one pack since it's cheap and therefore also easy to share. When shared, conversations are still about color...umm, I'll have the red one this time...but Vitamin Water takes this 'color Psycho' to whole new levels. It takes color packaging one step further by representing the core ingredient of the drink through vibrant colors and a strong product naming strategy such as 'Focus', 'Endurance', 'Stress-B', 'Revive' ...thereby addressing the psychology of the user, I mean at this rate an un-savvy consumer will find Vitamin Water to be nature's psychiatrist, addressing their every single mood, about 5 times a day...before work, during, at the gym, after...! PJ
have you ever tried one of this vitamin waters ? no specific taste, perhaps a hint of something that has been promised on the label and it is colorful. the marketing story behind is excellent - people need to drink water to be healthy, add vitamins to it and let people think you need a different water (color) to address specific periods during your day as you mentioned. It's a drinkable water color kit
ReplyDeleteand quite clever. I also found it interesting that the label looks more like the packaging of medicine. AJ
Tried them and and they taste of NOTHING except vaguely sweetened water. Yes, the medicine design language gives it the seriousness the product content lacks :-) All it is, is a super successful marketing strategy for something that is nothing targeted to the lot of people who want to be 'seen' as 'something'. Carrying a Vit Water is synonymous to the 'cool' of carrying a Star B's - few people who drink Star B's can say much about coffee in general, it's more about being associated with the brand. PJ
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