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Coca-Cola South Pacific ~ Glacéau Vitamin Water

Truth

Glaceau vitaminwater (GVW) launched in Australia in 2008, had struggled to land a clear role and purpose in consumers' lives. Additionally, the category itself was also shrinking amid consumers' lack of belief in the content and functionality of the vitamins, as well as concerns around sugar and artificiality.

Transformation

While our consumers strive to fuel their non-stop lifestyles with naturally sourced vitamins and nutrients, they understand there are times when it’s all about smart living and shortcut choices. Enter GLACEAU vitaminwater; reformulated with 10 vitamins and minerals, it’s the little ‘top-up’ to keep living a jam-packed and fast-paced life.