Coca-Cola launches vitamin water with testimonial Lil Nas X
Coca-Cola launches "Glacéau vitaminwater" in Switzerland. The low-calorie drink, which hits store shelves in mid-April in three flavors, is promoted by rap superstar Lil Nas X.
"Glacéau vitaminwater" is a "low-calorie and refreshing drink specially developed for an active and health-conscious lifestyle," according to a media release. It contains a variety of vitamins and minerals, it said, and will be launched in Switzerland in "Blueberry & Lavender," "Raspberry & Apple" and "Citrus & Guava" flavors. "We are delighted to finally launch vitaminwater in Switzerland," says Anna Cremer, Brand Manager Glacéau vitaminwater Switzerland. "Consumers:inside Switzerland are increasingly looking for healthier alternatives to traditional soft drinks." Figures from Nielsen, a company specializing in market and consumer research, confirm the statement: within just two years - between 2020 and 2022 - sales in the functional water market segment in Switzerland have increased by 55 %. In contrast, sales in the entire water category have grown by 10 %.
Lil Nas X as product ambassador
For the "Nourish Every You" campaign, which coincides with its launch in Switzerland, Glacéau vitaminwater has enlisted multi-award-winning rapper, singer and songwriter Lil Nas X as its brand ambassador. Lil Nas X and his creative team have collaborated with vitaminwater to create a series of stories to bring the essence of "Nourish Every You" to life.
Says Anna Cremer again, "Lil Nas X's authentic personality and the many 'yous' he shares with the world make him the perfect partner. His Glacéau vitaminwater flavor-inspired videos showcase his signature style and sound, and we hope our collaboration will encourage people to live out their most authentic sides and cultivate all their 'yous'."
