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 television commercials, radio ads, and billboards showing Kobe with the drink. Samples will be distributed and incentives provided to try and gain popularity for the new energy drink.