Posted: Jun 20, 2012 at 12:00 AM
(Last Updated: Jun 26, 2012 at 1:11 PM)
Vitaminwater’s “coco-refresh” is a blend of 10 percent coconut water, sweetener (fructose and sucrose), natural flavors, and added vitamins and electrolytes. As soon as you remove the cap, the strong aroma of coconut and pineapple flavoring tells you that this is going to be a pretty sweet tasting product. And that’s exactly what it is, with pineapple and coconut flavoring being what this drink is all about. The addition of 10 percent “real coconut water” is great, but that, combined with the note about “coconut-y bits” on the back, might make consumers think that it’s not from concentrate. In any event, this drink seems like it will most likely appeal to existing vitaminwater consumers who haven’t gotten into the coconut water craze yet. Functionally, the drink’s B vitamin and electrolyte content is a nice value add, but we think that this is primarily a refreshment beverage. Visually, it’s more of the same for vitaminwater, with a metallic lime green accent color that is using the same template design as the rest of the brand. That said, it’s easy to miss this flavor amidst the rest of the brand, so if they are hoping to catch some of the coconut water hype, this might not be the best design to do it with. Overall, a decent entry, but rather than feeling authentic and innovative (like the vitaminwater of the old days), this seems like a move that is chasing the curve.