Vitamin Water - Energy 4pk

In the design world a whole lot has been written about Glaceau’s Vitamin Water packaging. I was looking at my bottle of Super-v and started thinking about what made people buy it. Yes, it tastes good and is suppose to be healthy (ok, but it’s better than soda). The label is simple with Helvetica type and primary colors. Sometimes simple works, but why does it work here. One reason, maybe, is because it is so different from all of the other beverage packaging. It’s quiet simplicity makes it stand out next all other shouting package design. I think that’s part of the reason but not the only one. It’s the copy. The copy on the bottle is great! Take my bottle of Super-v,

Vitamin Water Super-V

“Superheros aren’t what they used to be. What happened? At best you’ve got a weirdo in a mullet, a sjambok, and a bad attitude. It’s like saving the world is a huge hassle or something? No one wants to take charge anymore. There are vests to stop speeding bullets, elevators for tall buildings, and villains running amuck ( insert evil laugh here).

That’s where we come in. We created this all-in-one product containing more of the nutrients you need, from a to zinc. It will unleash your inner superhero and give you what you need to take charge of any situation. And when you do, remember the biggest perk of all….undies on the outside.”

It’s funny and cheeky and entertaining. The design doesn’t distract from the copy. The simplicity draws attention to it. Every time I read the bottle it makes me smile, and who doesn’t want a product that makes you smile?