For a zero-calorie product, INGO has, just like its first flavor, done a great job of imparting an extremely refreshing flavor without the use of any added sweeteners. The product is made with both cucumber and watermelon juices, which gives it a very accurate and natural flavor that definitely lives up to the name. A touch of lemon juice helps balance the flavor and likely gives the product the proper pH level for bottling, while a hint of ginger powder can be picked up at the drink’s finish. All in all, this is a really enjoyable formulation. From a branding and packaging perspective, the beverage certainly has the aesthetics of a well put together product, and the images on the label are appealing to the senses. However, we definitely feel as though having a line of cucumber water with a watermelon line extension is something that’s going to be an uphill battle for the marketer. That said, we feel as though the name INGO and the visual treatment of the word doesn't completely fit with the rest of the product. Ideally, the name and logo should be something that helps -- either in adding credibility or explaining what the drink is -- the overall product. As it stands right now, the branding of INGO, which has an aggressive and active slant, feels like something that would be more appropriate for a functional drink of some sort. A softer, more whimsical approach might make more sense for a product of this type. Overall, INGO has again impressed us with their formulation (it truly blows away similar flavors from competing products) and with some work on the branding, we think they could have a nice foundation.
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