How Coca-Cola’s Vio capitalised on blurring categories

Coca-Cola launched Vio, a water brand, in Germany 10 years ago; in its rise, the brand learned to capitalise on the blurring in the water category from a necessary product to one that consumers should enjoy.

It shouldn't be difficult to sell a product made up of the compound that covers 70% of the planet and 60% of the human body. Water is fundamental to human life, but its sheer ubiquity presents key marketing obstacles that require brands to mine as much...

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