Vitamin Water is expanding into the energy drink market with a new drink called Vitamin Water Energy. It aims to provide energy without being as unhealthy as competitors like Powerade. The target market includes athletes and "crunk" individuals. Advertising will feature NBA star Kobe Bryant, who endorses the product, through TV commercials, radio ads, and billboards. Samples will be distributed and incentives provided to promote the drink, such as vouchers for a small can. Product placement will occur in video games and SportsCenter to generate further publicity.
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