Marketing and all things related

Flavored water sells well in Europe. Every few years, US bottlers launch similar products, and the results are always the same—failure. Bottlers try positioning the flavored water for women, for athletes, for mom, or whatever, and the results never change. Marketing Blurb is not a new product guru. We just know the same as everyone else, that flavored water tastes funny. But that is not stopping Kellogg’s for launching Special K20 Protein Waters from their new Health and Fitness division. The Special K20 Protein Waters will include five grams of protein per 16-oz. bottle, and come in three flavors: Strawberry Kiwi, Lemon Twist and Tropical Blend. According to Promo Magazine, “the line will be positioned as nutritious "shape management" tools, targeting consumers interested in weight loss. The new products join cereal, cereal bars, snack bites and waffles in the Special K portfolio.” Marketing Blurb believes Kellogg’s has credibility in the diet product segment. After all, if you substitute Special K cereal for two real meals every day for two weeks, you will stave to death. But soon, at least, you can refresh yourself with Strawberry Kiwi protein water. Gulp!