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Vitamin Water 10 Ad Goes Too Far


I hate to sound so earnest. But when I saw this ad, I couldn’t help but feel frustrated as a parent, and disgusted as a former ad agency executive.

This as for Vitamin Water 10 shows Mother Nature as CEO of a water company. While the use of talking critters is mildly entertaining, if a bit tired, my complaint is the message of the ad that Vitamin Water 10 is giving nature’s water a run for its money.

My frustration as a parent comes from the glee I experience, albeit to myself, when my seven-year old son happily opts for water instead of juice or soda about 90% of the time he is offered a beverage.

These kids are magnets for advertising, and it frustrates me to have such a good thing we have going undermined by such a lame and overdone message. Vitamin Water ought not to compete with water in anyone’s mind or commercial. At best (and I do drink the stuff), it’s a substitute for bottled tea, soda, Gatorade and the like.

I’m going to get all European here and suggest there should be a handful of stronger regs on soft drink advertising. And one of them is that you can never suggest that you are a better option than water.


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