Extension of the brand and co-branding
Last year, Vitamin Water decided to extend the brand in a funny way. Yes, because they launched a … LIP GLOSS!!
Source: foodbeast.com
For this, they teamed-up with Lip Smackers, a very well-known producer of flavor lipticks, destined to the teenagers. American girls are just fond of Lip Smackers and this new lip gloss will just delight them.
The packaging looks like a bottle of Vitamin Water and there are 8 flavors, the same as the drinks:
- Power-c – dragonfruit
- XXX – acai-blueberry-pomegranate
- Focus – kiwi strawberry
- Multi-V – lemonade
- Formula 50 – grape
- Essential – orange-orange
- Revive – Fruit Punch
- Energy – Tropical Citrus
Each lipstick has then a different flavor and different “virtue”, just as their different drinks.
source: team4orce.com
Why did they decide to extend the brand in this way?
The concept is very simple.
As Vitamin Water is destined to hydrate your body with their drinks, they just decided to make a product to hydrate the lips. Yes, because women care a lot about their lips and this Vitamin Water lipstick hydrates them.
This is a real smart way for Vitamin Water to attract women, and even teenagers into their target. With this new lipstick, women and girls will find a new and funny way to hydrate their lips.
Why co-branding is a good idea?
The choice of Lip Smacker as a partner here is also very strategic. They have been into the market for more than 20 years and is a very loved-brand for teenagers in the USA. By launching the Vitamin Water lipstick, Vitamin Water takes advantage of the good position of Lip Smackers and their loyal clients. So girls used to consumer Lip Smackers lipsticks will certainly buy the new Vitamin Water lipsticks.
And they stay very loyal to their funny positionning, as the lipgloss is named Vitamin Schtick!
Good job Vitamin Water!