When it came time to develop the newest vitaminwater flavors, the brand team decided to pursue polar opposite sides of the taste spectrum.
vitaminwater fire brings the (mild) heat with a spicy watermelon lime taste featuring a touch of jalapeno and habanero flavors that create a slight tingling sensation, inspired by Hades’ 1,100-degree domain. vitaminwater ice, meanwhile, boasts a refreshing blast of blueberry and lavender that delivers a cooling effect reminiscent of the frozen tundra.
The first 20-calorie vitaminwater offerings are fortified with C and B vitamins. They hit stores nationwide this month and Amazon.com and Walmart.com in late-April.
The new flavors are the latest examples of The Coca-Cola Company listening to consumers and quickly innovating to offer beverage choices that satisfy a variety of changing tastes and lifestyles.
“When vitaminwater first launched in the early-2000s, the brand broke the monotony of bottled water with flavor, color, vitamins and fun,” said Natalia Suarez, associate brand manager, vitaminwater. “With vitaminwater fire and ice, we continue to excite taste buds with original flavors and unexpected sensory experiences our fans want.”
A fully integrated marketing program, including a TV commercial debuting in April and a robust in-store merchandising campaign, will support the vitaminwater fire and ice launch. An experiential sampling tour kicks off at the South by Southwest (SXSW) festival in Austin, Texas, and will visit cities including New York, Los Angeles and Boston. A special sweepstakes will give vitaminwater fans the chance to cast their vote for either fire or ice for the chance to win a VIP trip to Iceland for the Secret Solstice Music Festival.