The key points of the document are: 1. The document presents a marketing plan for the flavored water brand Fruit2O, with the goal of increasing sales by 16% and establishing it as women's preferred choice. 2. The plan includes national print, television, billboard, and direct mail advertisements targeting women ages 18-34, utilizing a $16 million budget. 3. The campaign's theme is "Embrace Simplicity" and focuses on how Fruit2O offers a simple yet flavorful and healthy alternative to water.

1. Embrace Simplicity
Presented by:
Courtney Brown
Kelsey Martin
Meredith Sager
Alina Szuch
Zachary Woelfel

2. 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
woman’s 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 Ray’s 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
women’s preferred flavored water.
1

3. 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 today’s 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.
2

4. 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. Fruit2O’s 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.
3

5. 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
Fruit2O’s 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.
4

6. Competitor Analysis
Vitamin Water Zero
Aquafina 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 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
Regular Water
Dasani Flavored Water
Dasani highlights their new special, eco-friendly packaging
and their new initiative “Give It Back” which promotes
recycling education.
Regular bottled water and tap water is inexpensive.
Although it is bland and flavorless, it serves its
purpose of rehydrating the body.
Number of Flavors: 4
Calories: 0g
Total Fat: 0g
Total Carbs: 0g
Sodium: 29mg
Sugars: 0g
5

7. SWOT Analysis
Strengths
Weaknesses
Zero calories
8 flavors
Cheaper than competitors
All natural fruit flavoring
Small Changes Lifetime Results program
Raising awareness for diabetes
Only sold in the United States
Not sold in individual bottles
Not a great taste
Opportunities
Threats
Economic downturn
Eco-friendly movement
Up and coming competitors
Expand internationally
Sell in individual bottles
Redesign bottle
6

8. 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.
9
7

9. 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%
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10. 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.
9

11. Brand Value Proposition
Functional Benefits
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 Benefits
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 Benefits
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 day’s activities.
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12. 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 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 she’s out she always
brings her favorite zero calorie flavored
water, Fruit2O.
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,
she’d rather spend her hard earned
cash on the latest trends than
expensive beverages. When she’s
looking for a simple healthy
alternative to water, she reaches for
a Fruit2O.
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13. The Big Idea
Embrace Simplicity
In today’s busy world, we don’t 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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14. 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 brand’s fun and healthy personality.
Art Direction
Our campaign’s 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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15. Creative Executions: Magazine
14

16. Creative Executions
Mobile App
Direct Mail
Piece
Billboard
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17. 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.
Next Day: Woman rushing around
her apartment getting ready for the
day. She opens the refrigerator and
grabs a bottle of water.
Images of the city cut fast on the
screen.
Sound: Alarm buzzing, shower
running, hair drier blowing, toast
popping.
Images of getting ready cut fast on
the screen.
Sound: Cars honking, sirens,
music playing in a distance in
someone’s apartment, buses driving by, cell phone vibration.
16
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
someone’s apartment, buses driving by, cell phone vibration.

18. 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
someone’s apartment, buses
driving by, cell phone vibration.
Sound gradually fades out as she
admires mural.
17
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.”

19. 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 didn’t 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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20. 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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21. 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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22. 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 Ray’s 30 minute meals, Giada at Home, Cupcake Wars
The Food Network aggregates practically, creativity, and guilty pleasures. Rachael Ray’s 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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23. Media Choices
Magazines
People, Cosmopolitan, Real Simple, Women’s 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 market’s 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.
22

24. 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
Grey’s 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.
23

25. Media Scheduling and Budgeting
24

26. Media Scheduling and Budgeting
25

27. 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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28. 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.
27

29. 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 brand’s 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 brand’s 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.
28

30. 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.
29

31. Appendix
Creative Brief
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 won’t 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.
30

32. 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.
31

33. 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 Woelfel
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.
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34. Endnotes
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Last modified 2011. http://www.myfitnesspal.com/‌ood/‌ alories/‌ quafina-water-flavor-splash-raspberry-365883.
f
c
a
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/‌ood/‌ alories/‌ laceau-vitamin-water-zero-xxx-acai-blueberry-pomegranate-17927225.
f
c
g
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/‌ /‌ avors.
# fl
“Dasani Lemon.” Dasani. Accessed November 30, 2011. Last modified 2011. http://www.dasani.com/‌ /‌ avors-raspberry.
# fl
“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/‌ ood/‌ esourcesForYou/‌ onsumer
F
R
C
s/‌ucm046894.htm.
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35. 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/‌ ortal/‌ ain?action=MainFrameset.
p
m
Straub, Tracy, and Kristen Orr. “Fruit2O® Introduces New ‘Essentials’ Line.” Frit2O. Accessed November 30, 2011. Last modified June 3, 2009. http://www.fruit2o.com/‌ ews_and_Events-Press_Releases-Fruit2O_Introduces_New_Essentials.aspx.
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