I love the no-nonsense packaging delivering fresh, clean, bold graphics along with the medicinal tone and cheeky, prescription-like advice dispensed on the labels. The fun colors combined with those workhorse ingredients, the nature/science balance, and the fun for me/good for me duality; all those contrasts work brilliantly together. I love it that the fit, happy field reps show up and pass out free bottles of this stuff at public events. You care! You really do. And I love that about you guys.

That said, Iâ??d like to spike my serenade with one nagging question: What does the Vitamin Water brand sound like?
Whoâ??s minding the store when it comes to making your overarching sonic decisions? Whatâ??s the sonic strategy?
With such meticulous insight into your other messaging tools, why the apparent hiccup here? For example, why is the Vitamin Water van in my neighborhood rocking the same Michael Jackson jam thatâ??s in the competitionâ??s commercial? This uncharacteristic inconsistency just doesnâ??t feel like the keen, clean focus Iâ??ve come to expect from Vitamin Water. How do you want your customers to feel, what do you want them to experience on the most visceral level when your van passes by? Circling back to your mission statement, what does science-meet-nature sound like? Does it even sound like music at all?

We all know this sonic stuff works in an off-the-charts way. Just think back to the simple droning ice cream truck tune that turned kids into Pavlovian zombies, tearing through suburban streets. I still have the urge to bolt from the house and empty my momâ??s wallet when I hear that sound.

So Vitamin Water, youâ??re exhibiting big-digit growth. Youâ??re well on your way to achieving cult brand status (if you havenâ??t already). Youâ??ve obviously been drinking your own medicine. Hereâ??s a friendly nudge toward being more authentic, consistent and purposeful about your sonic expressions as well. And you wonâ??t just have us drinking â??weâ??ll be walking on â??Vitamin Water. â?º

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