Vitamin Water has a history of successful on-pack promotions. The brand team was interested in exploring several new promotional opportunities and assessing the pros and cons of each execution. The team was also interested in evaluating on-pack graphics that would effectively communicate the promotion’s elements.
To assess appeal of the promotion and its elements traditional focus groups among teens and young adults were recommended. This technique provided an open setting to share, discuss and identify opinions while allowing respondents to interact and build upon ideas.
The research helped the brand team and agency understand the importance of music in the promotion and develop several unique elements resulting in one of the most successful promotions in the brand’s history.