Glaceau Case Study: The Rise of Non-Carbonates in The US Soft Drinks Market

Content

• Datamonitor View
• Catalyst
• Summary
• Analysis
  • Coca-Cola's purchase of Glaceau reflects a shifting product focus to account for changing market trends
  • The US carbonates market is experiencing declining growth, while functional drinks sales continue to soar
  • The Glaceau acquisition reflects Coca-Cola's focus on boosting its health and wellness portfolio to offset difficulties in the carbonates market
  • Coke plans to let Glaceau run as a separate business entity to preserve its entrepreneurial culture
  • Glaceau's success owes much to a diverse healthy product range and novel marketing style
  • Glaceau was touted as the first enhanced water brand to be launched in the US, giving it 'first-to-market-advantage'
  • Glaceau's functional waters provide consumers choice based on their personal needs
  • Glaceau's labeling strategy is pragmatic yet quirky, while colorful bottles allow them to stand out in the bottled water aisle
  • A detailed description of the drinks' contents is given on the label, written in a light-hearted tone
  • A well presented interactive website allows users to learn more about Glaceau flavors
  • Glaceau branded vending machines are planned for use in campuses to target the college aged consumers
  • Glaceau targets young adults and uses celebrity endorsement to re-enforce its positioning
  • Young adults make up the majority of the functional drinks market
  • Glaceau employs sport and music stars to promote the brand to young adults, tapping into relevant aspects of popular culture
  • 50 Cent has an established connection with the brand
  • He is a brand ambassador who cashed in on his minority stake in the company after the Coca-Cola purchase
  • 50 Cent helps promote the brand to its core young adult demographic through quirky adverts, brand mentions in songs, and his own flavor variant
  • Glaceau's costliest ad to date featured Shaquille O'Neal as a jockey, further highlighting its witty advertising style aimed at the young
• Appendix
  • Case study series
  • Methodology
  • Secondary sources
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Vitaminwater comes in 15 flavor varieties to cater to the different needs of consumers
• List of Figures
  • Figure 1: Vitaminwater is presented in a range of colorful bottles that stand out in the aisle
  • Figure 2: Glaceau is endorsed by a variety of stars from sports, film and music fields
  • Figure 3: 50 Cent has appeared in numerous adverts for Glaceau