Embrace Simplicity

Presented by:

Courtney Brown Kelsey Martin Meredith Sager Alina Szuch Zachary Woelfel

Executive Summary and Overview

Executive Summary
Table of Contents
Executive Summary & Overview Agency Brand Strategy Situation Analysis Competitor Analysis SWOT Analysis Objectives Research Brand Value Proposition Target Market The Big Idea Creative Creative Executions Television Storyboard Creative Testing Media Objectives Media Strategy Media Choices Media Scheduling & Budgeting Brand Activation Marketing Recommendations Evaluation Appendix 1 2 3-4 5 6 7-8 9 10 11 12 13 14-15 16-17 18 19 20 21-23 24-25 26-27 28 29 30-34 The key message of our plan is to establish Fruit2O as a simple healthy alternative to plain water. Our campaign speaks specifically to women ages 18-34. We seek to place Fruit2O as their preferred water alternative. These women are busy, beginning new chapters of their lives, starting jobs and families, and are constantly on the go. They are also health conscious and seek nutritious convenient beverages. The simplicity and flavor of Fruit2O sets it apart from regular water and its alternatives.

Overview
To begin, we set several marketing and communications goals for our campaign. We plan to increase sales by 16% and establish Fruit2O as a womans first choice for flavored water. Using our $16 million budget we will create national print and TV advertisements with strategically placed billboards and direct mail to target an audience of women ages 18-34. We will execute a series of print ads placed in magazines like People, Real Simple, and Cosmopolitan; in addition to a 30-second TV spot to air during shows such as Rachael Rays 30 Minute Meals and Say Yes to the Dress. As well as these traditional advertising methods, we will execute brand activation tactics that will drive home the message of Embrace Simplicity, as well as redesign the bottle. It is through these tactics that we will raise awareness and comprehension of Fruit2O and place it as womens preferred flavored water.

Agency Brand Strategy

Ignite Media Group

We create effective advertising and media campaigns to fire up existing brands, creating the necessary spark to be successful in todays consumer market. Through creative strategy, effective media placement, innovative ideas, and attention to detail, Ignite Media Group will bring your brand to the forefront of consumers minds.

Situation Analysis
Historical Context
Fruit2O was created in 1999 by Kraft as a non-carbonated flavored water brand. Its initial strategy was to identify Fruit2O as a delicious way to get your daily amount of water. The product is made with citric acid, natural flavors and Splenda, resulting in a natural product with a hint of fruit taste. In 2007, Sunny Delight Beverages, Co. purchased the brand. Throughout the years, Fruit2O has used several campaigns to reach their target market. One slogan used was The Wonders of Fruit, The Refreshment of Water.This tagline attempted to highlight the fact that Fruit2O contains the nutrients available in two servings of fruit. However, this claim was met with criticism as it appeared as though Fruit2O was claiming to be as healthy as two servings of fruit. Another campaign carried the slogan Small Changes > Lifetime Results in conjunction with the American Diabetes Association to promote a healthy lifestyle. Fruit2Os current tagline is Fresh Picked Water which, while intriguing, is not being executed to its fullest extent.

Economic Forces
Since we are in an economic downturn, people are less likely to be buying bottled water and are more likely to use tap water. Also, as Fruit2O is a premium water beverage, it has an increased cost. This may make the consumer less likely to purchase it. Fruit2O is not seen as a necessity, especially when tap water would suffice for hydration. Spending money on specialty drinks may be one of the first things to go when planning a more constrained budget.

Situation Analysis
Competative Forces
Fruit2O is in a very concentrated market of flavored water. Their competitors include Aquafina Flavor Splash, Dasani Flavored Water, Vitamin Water Zero, and regular bottled or tap water.

Legal and Regulatory Forces

Fruit2Os 10 Vitamins and Minerals product line must follow government standards outlined by The Food and Drug Administration as well as the Environmental Protection Agency. Fruit2O must follow the sanitary standards in bottling the water, protect the water sources, make sure the water is bacteria and chemical free, and test for pollutants. Any added flavors, nutrients, or vitamins must also follow FDA regulations and be listed on the bottle.

Socio-Cultural Forces
Due to the rising obesity in America, there has been an increased focus on weight loss and management. Since drinking water is an important part of any healthy lifestyle, more people are now aware of the importance of having the recommended amount of water a day. By drinking Fruit2O, the consumer can be healthy without sacrificing taste. People are also becoming more aware of the economic and environmental impact of plastic bottles, which may motivate them to choose to use a reusable water bottle instead of the plastic packaging of Fruit2O.

Competitor Analysis
Aquana Flavor Splash
Aquafina focuses on the fact that they are environmentally conscious due to their new bottle that uses 20% less plastic. Flavor Splash has testing on-site, off-site, and uses third party water testing. Number of Flavors: 6 Calories: 0g Total Fat: 0g Total Carbs: 0g Sodium: 65mg Sugars: 0g

Vitamin Water Zero

Vitamin Water Zero prides itself on the fact that they provide their customers with vitamins, key nutrients, and electrolytes. Number of Flavors: 7 Calories: 0g Total Fat: 0g Total Carbs: 4g Sodium: 0mg Sugars: 1g

Dasani Flavored Water

Number of Flavors: 4 Calories: 0g Total Fat: 0g Total Carbs: 0g Sodium: 29mg Sugars: 0g

Regular Water
Regular bottled water and tap water is inexpensive. Although it is bland and flavorless, it serves its purpose of rehydrating the body.

Dasani highlights their new special, eco-friendly packaging and their new initiative Give It Back which promotes recycling education.

SWOT Analysis
Strengths
Zero calories 8 flavors Cheaper than competitors All natural fruit flavoring Small Changes Lifetime Results program Raising awareness for diabetes

Weaknesses
Only sold in the United States Not sold in individual bottles Not a great taste

Opportunities
Expand internationally Sell in individual bottles Redesign bottle

Threats
Economic downturn Eco-friendly movement Up and coming competitors

Objectives
Marketing
Our marketing objective is to increase sales of Fruit2O by 16%.

Advertising
Our communication goal is to raise awareness in our target market of women ages 18-34 by 75%. We aim for these women to know that Fruit2O exists in the market, and to first think of Fruit2O when thinking of brands of flavored water. We aim to increase brand comprehension by 65%. Our target will have a good understanding of what Fruit2O is, as well as be aware of its existence in the market.

Time Frame
The advertising campaign will span one year and launch in May 2012. We will have a pulse for the months of May, June, and July, followed by a continuation of the campaign throughout the rest of the year. This pulse will be at the beginning of our campaign to create a strong launch for the rebranding of Fruit2O.
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Objectives
Budget Summary
Our budget of $16 million was split between print, television, out-of-home, direct mail, internet, and production costs. The percentages allocated are shown in this graph. In total, we spent $15,998,244.37, leaving a surplus of $1,755.63. Print: 54.6% Television: 32% Production Costs: 6% Out-of-Home: 3.8% Direct Mail: 2.7% Internet: 1% Surplus: <1%

Research
Objectives
1. To determine what beverages the target market typically consumes and in what context. 2. To identify how the target market views Fruit2O in comparison to other flavored water brands. 3. To evaluate the promotion and placement aspects of the brand.

Primary Research
1. Reviewed past advertising campaigns. 2. Conducted a survey regarding the current opinions attributed to Fruit2O.

Brand Value Proposition

Functional Benets
Fruit2O is purified, flavored water with zero calories. It is sweetened with Splenda rather than sugar and is fortified with nutrients. This flavored water provides a refreshing alternative to boring water with the same benefits.

Emotional Benets
Customers do not have to worry about the negative side effects that come with other flavored drinks such as soda and sugary juices. Instead, they can maintain hydration while feeling healthy and refreshed all day.

Self-Expressive Benets
Women who buy Fruit2O are generally healthy, active women who care about the types of drinks and food they put into their bodies. They want to keep hydrated without giving up the great flavors that come with other drinks. Fruit2O lets them make a choice, to pick their favorite flavor and have the energy to go through the days activities.

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Target Market
Meet Allison, a 25 year-old young professional. With a demanding entry-level job, she needs a beverage that will not make her crash halfway through the day, but still has some flavor. She is a hard-working individual who likes to save her well-deserved paycheck rather than spend it on fancy drinks. When she is looking for something to keep her hydrated all day long she grabs a Fruit2O as she runs out the door.

Meet Morgan, a 19-year-old college sophomore. With her course load, friends, on-campus job, and Student Government duties, Morgan needs a beverage that can go wherever she does. A fashonista on a budget, shed rather spend her hard earned cash on the latest trends than expensive beverages. When shes looking for a simple healthy alternative to water, she reaches for a Fruit2O.

Meet Elaine, a 31 year-old first time mother. With a baby at home and another on the way, she often worries about keeping herself and her children healthy. Staying in shape is important to her so she finds time in her day for Yoga class. Elaine is always on the lookout for affordable products with the nutrients she and her family need. While shes out she always brings her favorite zero calorie flavored water, Fruit2O.

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The Big Idea

Embrace Simplicity
In todays busy world, we dont need to go to extremes to find happiness and calmness. Fruit2O, with its hint of fruit flavor, allows simplicity to reign supreme. Fruit2O. Embrace Simplicity.

Campaign Strategy
Through our primary research, we found that many people look for low calorie and sugar content in their beverages. Less than half of a percent of our sample (0.04%) listed Fruit2O as the first flavored water beverage that comes to mind. In our survey, respondents described people who drink Fruit2O as young, healthy, and those who care about their image. Through this insight we decided to market Fruit2O to an audience who cares about looking good and feeling good. This target market, women ages 18-34, is looking for a zero calorie, sugar-free beverage that is simple, refreshing and can go with them anywhere. With a hint of fruit flavor and zero calories, Fruit2O is as simple as it gets. Our print ads highlight the different flavors of Fruit2O in a fresh new bottle design that emphasizes the simplicity of the beverage. Our slogan, Embrace Simplicity, is a call to action to the busy women of our target market to reflect on the simple things in life through our TV spot and various brand activations.

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Creative
Strategy
Our creative is focused on a variety of exciting platforms. Print advertisements in magazines, strategically placed billboards, various Hulu advertisements, and a 30-second TV spot on cable television nationwide will help generate awareness of the Fruit2O brand. These platforms will allow for a complete reintroduction of the Fruit2O brand nationwide. We also redesigned the Fruit2O bottle to better align with the brands fun and healthy personality.

Art Direction
Our campaigns print advertisements enforce the idea of simplicity by featuring our new bottle design as well as the Embrace Simplicity slogan. Each ad features a different flavor of Fruit2O. This will raise awareness for the variety of flavors the brand offers.

Copywriting
The copy of each of our advertisements reiterates the theme of Embrace Simplicity. The headlines read, Sip of Strawberry Grab a Grape or Love Lemon. This consistent copy and simple call to action educates the consumer about the distinct flavors of Fruit2O. It also emphasizes the calorie free benefit of the brand.

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Creative Executions: Magazine

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Creative Executions
Mobile App Direct Mail Piece Billboard

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Television Storyboard

Woman rushing around her apartment getting ready for the day. She opens the refrigerator and grabs a bottle of water. Images of getting ready cut fast on the screen. Sound: Alarm buzzing, shower running, hair drier blowing, toast popping.

Same woman is speed walking through the streets of a busy city. She passes a colorful mural, frustrated and looking at her watch while checking her buzzing cell phone. She opens the door to an office building. Images of the city cut fast on the screen. Sound: Cars honking, sirens, music playing in a distance in someones apartment, buses driving by, cell phone vibration.

Next Day: Woman rushing around her apartment getting ready for the day. She opens the refrigerator and grabs a bottle of water. Images of getting ready cut fast on the screen. Sound: Alarm buzzing, shower running, hair drier blowing, toast popping.

Same woman is speed walking through the streets of a busy city. She passes a colorful mural, frustrated and looking at her watch while checking her buzzing cell phone. She opens the door to an office building. Images of the city cut fast on the screen. Sound: Cars honking, sirens, music playing in a distance in someones apartment, buses driving by, cell phone vibration.

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Television Storyboard

Woman is getting ready at the same speed and doing the same thing as the last two scenes but this time it slows down at the refrigerator. She opens it and next to her usual bottle of water is a bottle of Fruit2O. She almost grabs the water bottle but instead grabs the Fruit2O. Sound: Alarm buzzing, shower running, hair drier blowing, toast popping.

The woman is still speed walking through the streets of the busy city with the same types of sounds and fast-paced images. She almost walks by the beautiful mural again but pauses and takes few steps back. Looks at it smiles, sips her Fruit2O and continues into work. Sound: Cars honking, sirens, music playing in a distance in someones apartment, buses driving by, cell phone vibration. Sound gradually fades out as she admires mural.

Fades to white with the newly designed Fruit2O bottle with the tag line Embrace Simplicity with a voiceover that says Embrace Simplicty visit us as fruit2o.com.

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Creative Testing
Methods
In order to make sure our advertisements were as effective as possible, we showed them to a variety of women in our target market and asked for feedback. The majority of the responses we received were positive, and they understood how enjoying Fruit2O is akin to embracing simplicity. However, we did receive some effective criticisms. Originally our print ads had the bottle and splash in a different location with a textured background. The feedback we received stated that the design was too busy, and didnt fully fit the concept of Embrace Simplicity. We also showed concepts for three different television commercials, and asked which of these commercials were most on target. Overwhelmingly, the commercial with the young professional walking past the mural received the best responses.

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Media Objectives
Target Audience
Our target audience is women ages 18-34. These women fall into three separate groups: college students, young adults, and young moms. They are health conscious, physically active, and image savvy.

Geographic Scope of the Placement

Our advertisements will be placed both nationally and regionally. Our print and television executions will be national, while our direct mail and billboards will be strategically placed. We will place our billboards outside exits of the select cities of New York, Chicago, Dallas, San Fransisco, Denver, and Atlanta. Due to geographic size and budget restrictions, we will be sending direct mailings to one in four households in the greater New York City, Chicago, and Dallas areas.

Message Weight
We tried to reach major cities in different geographical areas throughout the U.S. However, we are reaching a heavier population along the East Coast due to the higher prevalence of Fruit2O in this area.

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Media Strategy
Reach and Frequency
Our goal for effective reach is 75%, while our goal for effective frequency is 4 times.

Continuity

The campaign will begin in May and run for a full year. It will be pulsing, as our campaign will continuously run throughout the year, but will have an increased focus as it is introduced from May through July. Fruit2O is a drink that is consumed in the spring and summer months while people are looking to enjoy a refreshing, simple, beverage that hydrates them. Therefore, we have decided to enter the market at the time consumers will be looking for a flavored water, and will have our peak at the entrance of our campaign.

Length
Television: Year-round/30 seconds Print: Year-round/Full Page Direct Mail: May - postcard shaped like a water bottle Out of Home: Billboards: Three billboards near the exits of each city. Each billboard is one bulletin placed for one month, four times a year.

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Media Choices
Television
Style:
Sex and the City, Too Fat for 15: Fighting Back, Project Runway
Style Network targets women who are looking to keep their image up to date. The shows examine issues of fashion, health, and friendship. Fruit2O is looking to target women interested in exactly this by airing on the specific shows of Sex and the City, Too Fat for 15: Fighting Back, and Project Runway.

Food Network:

Rachel Rays 30 minute meals, Giada at Home, Cupcake Wars

The Food Network aggregates practically, creativity, and guilty pleasures. Rachael Rays 30 Minute Meals is perfect for the busy woman always on the go, while Giada at Home provides ideas for young mothers looking to cook for their families. Cupcake Wars is a fun, charismatic show that every woman can enjoy. This mix is an obvious fit for Fruit2O.

TLC:

Say Yes to the Dress, Cake Boss, What Not to Wear, Extreme Couponing

Every woman can relate to a show on TLC. They characterize real life moments, and present idealistic futures for the women watching. Say Yes to the Dress, Cake Boss, What Not to Wear, and Extreme Couponing are perfect choices to place our ads for our target market.

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Media Choices
Magazines
People, Cosmopolitan, Real Simple, Womens Health, Self, O, The Oprah Magazine, Yoga Journal, Everyday with Rachel Ray, Prevention
Spending a spare moment reading a magazine is one of our target markets simple pleasures. By targeting the genres of entertainment, lifestyle, and health, a wide variety of women will be reached, ensuring that Fruit20 will be seen by as many people as possible.

Out of Home: Billboards

Exiting: NYC, Chicago, Dallas, San Fransisco, Atlanta, Denver
We have decided to place a few billboards at the exits of major cities, which aligns with our creative strategy. There will be three billboards in different locations leaving the cities of New York, Chicago, Dallas, and San Fransisco. A large portion of the women in our target market are college graduates who spend a large portion of their day at work, so positioning our advertisements leaving major cities will be an ideal place to reach them.

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Media Choices
Direct Mail

Sent to one in every four households in the greater metropolitan areas of Chicago (1,941,417 households), Dallas (832,734), NYC (3,047,155), and San Francisco (324,185)
Women in our target market are the primary decision makers within their households, especially when it comes to groceries. The eye-catching direct mail piece will be sent to one in four households in our targeted areas, and will contain a coupon for fifty cents off an individual bottle of Fruit2O, hopefully causing our target market to test the product and become repeat customers.

Internet: Hulu

Greys Anatomy, Modern Family, New Girl, The Biggest Loser, Private Practice
Due to how busy our target market is, they often are not able to watch their favorite television shows as they air. Hulu is the solution to this problem, and therefore is an ideal medium for Fruit2O to advertise on. By purchasing advertisements on Hulu, we can ensure that our target sees Fruit2O advertisements, no matter when they watch it.

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Media Scheduling and Budgeting

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Media Scheduling and Budgeting

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Brand Activation
Simplicity in the Park
Located in Central Park, New York, we will have a section of the park designated as Simplicity in the Park Sponsored by Fruit2O. The objective of this event is to enforce the idea of Fruit2O sponsored simplicity. We will feature comfy Fruit2O lawn chairs, free magazines, and coolers of complimentary Fruit2O available for women to stop and relax outside. This event will run for two weeks, allowing for hype to build throughout the community.

Mobile Application
Our mobile app, Embrace Simplicity by Fruit2O will be available for use on Android and iOS phones. The objective of the application is to familiarize tech-savvy women on the go with the Fruit2O brand. The app will feature a new simple pleasure each day. These will include small pleasures women enjoy such as taking a bubble bath, reading a romance novel, or watching a favorite old cartoon.

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Brand Activation
Promoted Tweets
#embracesimplicity
To further associate the word simplicity with the Fruit2O brand, we will have a promoted tweet with #embracesimplicity. Consumers will tweet their favorite simple pleasure using the hashtag #embracesimplicity. Examples include just got home without hitting any red lights. #embracesimplicity, house to myself, blasting my favorite tunes #embracesimplicity. Consumers will also be able to read what other Fruit2O users are saying about #embracesimplicity in the Fruit2O mobile application.

Direct Mail Coupons

Included on the back of each of our direct mail pieces will be a coupon for fifty cents off of an individual bottle of Fruit2O. This coupon will entice women to pick up a bottle the next time they are in a grocery or convenience store, and try the refreshing flavor of Fruit2O. They will consequently discover the simplicity of Fruit2O, and become repeat customers.

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Marketing Recommendations
Package Redesign
The old bottle design blended in with most other water bottles - both flavored and unflavored. There was nothing distinct that made Fruit2O the first bottle to catch the consumers eyes. It also did not match the brands personality of being fun and health conscious. We knew it was time for an image change. In the newly designed bottle, the bright colors and wrap around label better fit the brands fun and exciting personality. The bottle itself has a shape similar to that of a woman, with hopes of women being more naturally attracted to it. Most importantly--our bottle is different. Its attractiveness will stand out among competitors and help make Fruit2O the flavored water of choice.

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Evaluation

The overall goal of this campaign is to increase both awareness and sales for Fruit2O. Since this campaign is a reintroduction of the brand, we expect the majority of the increase of awareness to occur within the first three months. As the year continues, there will still be an increase in awareness and sales of Fruit20, but at a lesser rate. By the end of the year, the campaign will hopefully have achieved a 16% increase in sales, and a 75% total reach.

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Appendix
Background Fruit2O was created in 1999 by Kraft as a non-carbonated flavored water brand. Its initial strategy was to identify Fruit2O as a delicious way to get your daily amount of water. The product is made with citric acid, natural flavors and Splenda, resulting in a healthy, natural product with a real fruit taste. Key Customer Benefit Fruit2O is a zero calorie, non-carbonated, good-tasting alternative to water. Advertising Problem How can we position Fruit2O as the favorable water substitute with a good, not great, flavor? Advertising Objective Revive the Fruit2O brand to be the flavored water of choice. Fruit2O will be viewed as the drink that exemplifies simplicity. Objectives The objectives are to increase sales of Fruit2O by 16%, to raise awareness of the Fruit2O brand by 75%, and to create a brand comprehension of 65% in the target market within the next year. Target Customer The target customers are females ages 18-34 who are health-conscious, image-savvy, and on-the-go. Underlying Emotional Need Women need simple products that wont over complicate their already busy lives. Competition Dasani Flavored Water, Aquafina FlavorSplash, Vitamin Water Zero, regular bottled water. Brand Personality Healthy, fruity, no calories, fun, and convenient. Fruit2O is water with a hint of flavor that is refreshingly simple while on the go.

Creative Brief

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Biographies
Courtney Brown
Courtney is a sophomore Integrated Marketing Communications major with a minor in Health Communications at Ithaca College. On campus, Courtney is a senator for the Student Government Association, the associate producer and publicity manager for a TV show on ICTV, and a designer for The Ithacan. With her busy schedule, Courtney still always finds time to Embrace Simplicity by eating chocolate.

Kelsey Martin

Kelsey is a sophomore Integrated Martketing Communications major and Still Photography minor at Ithaca College. On campus, Kelsey is a photographer for The Ithacan and the recruitment director for 180 Degrees Consulting. Kelsey still finds time to Embrace Simplicity by sipping her favorite English tea.

Meredith Sager
Meredith is a sophomore Integrated Marketing Communications major with minors in Communication Management and Design and Deaf Studies at Ithaca College in Ithaca, NY. On campus, she is the education-advocacy chair for Habitat for Humanity, the internal consulting director of 180 Degrees Consulting, a member of Park AdVenue, and a member of the IC Squash team. Meredith always finds time to Embrace Simplicity by taking in the sunset.

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Biographies
Alina Szuch
Alina is a sophomore Integrated Marketing Communications major and Environmental Studies minor at Ithaca College. She is a member of Park ADVenue, the PR chair of Slow Food Ithaca College, and a digital campus ambassador. When Alina has time to Embrace Simplicity, she treats herself to excessive amounts of Law & Order SVU.

Zachary is a sophomore Integrated Marketing Communications major and Comparative Literature minor at Ithaca College. At Ithaca College, he serves as the Marketing Chair of Park Peer Advising, is a member of Park AdVenue, and also reads the news twice a week on WICB and VIC Radio. When Zachary has a moment to Embrace Simplicity, he likes to enjoy a good book.

Zachary Woelfel

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Endnotes
Aquafina Water Flavor Splash Raspberry calorie and nutritional information. My Fitness Pal. Accessed November 30, 2011. Last modified 2011. http://www.myfitnesspal.com/ food/ calories/ aquafina-water-flavor-splash-raspberry-365883. Baverman, Laura. No. 9 Sunny Delight one of biggest gainers. Cincinnati.com ( ), November 8, 2009. Accessed November 17, 2011. http://news.cincinnati.com/article/20091110/BIZ01/911080414/No-9-Sunny-Delight-one-biggest-gainers. Brands. Sunny Delight Beverages Co. Accessed November 17, 2011. Last modified 2011. http://ww2.sunnyd. com/company/index.shtml. Calories in Glaceau Vitamin Water Zero. My Fitness Pal. Accessed November 30, 2011. Last modified 2011. http://www. myfitnesspal.com/ food/ calories/ glaceau-vitamin-water-zero-xxx-acai-blueberry-pomegranate-17927225. Campus Squeeze (blog). http://www.campussqueeze.com/ . Consumer Advertising Law Blog. http://www.consumeradvertisinglawblog.com/ . Dasani Flavors. Dasani . Accessed November 30, 2011. Last modified 2011. http://www.dasani.com/ #/ flavors. Dasani Lemon. Dasani. Accessed November 30, 2011. Last modified 2011. http://www.dasani.com/ #/ flavors-raspberry. FDA Regulates the Safety of Bottled Water Beverages Including Flavored Water and Nutrient-Added Water Beverages. FDA. Accessed November 31, 2011. Last modified October 25, 2011. http://www.fda.gov/ Food/ ResourcesForYou/ Consumer s/ucm046894.htm.

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Endnotes
MRI Reporter . Mediamark Research & Intelligence . Accessed December 7, 2011. Last modified 2010. http://ureporter.mriplusonline.com/selectdemo.asp. Products. Aquafina. Accessed December 6, 2011. Last modified 2011. http://www.aquafina.com/ . Products. Vitamin Water. Accessed November 30, 2011. Last modified 2011. http://www.vitaminwater. com/ourproducts#/3943. SRDS. Kantar Media Company. Accessed December 7, 2011. Last modified 2011. http://www.srds.com.ezproxy.ithaca.edu:20 48/ portal/ main?action=MainFrameset. Straub, Tracy, and Kristen Orr. Fruit2O Introduces New Essentials Line. Frit2O. Accessed November 30, 2011. Last modified June 3, 2009. http://www.fruit2o.com/ News_and_Events-Press_Releases-Fruit2O_Introduces_New_Essentials.aspx. . New Fruit2O Site Splashes Up Online. Fruit2O. Accessed November 30, 2011. Last modified April 3, 2009. http:// www.fruit2o.com/ News_and_Events-Press_Releases-Fruit2O_Re-launch.aspx. Top 10 Brands of Flavored Water. Most Popular Articles. Accessed November 17, 2011. Last modified July 20, 2011. http:// most-popular-articles.blogspot.com/ 2011/ 07/ top-10-brands-of-flavored-water.html. U.S Census Bureau. Accessed December 9, 2011. Last modified 2011. http://quickfacts.census.gov/ qfd/ index.html. Womens Health. Six Slimming Alternatives to Bottled Water. May 2009. Accessed November 17, 2011. http://www.womenshealthmag.com/weight-loss/the-best-diet-food-bottled-water.

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