He loved the product. Did you always want to be in marketing? A merger is an agreement that unites two existing companies into one new company. Obviously now we can't take a large amount of liquids on a plane, but this is an example of how you can build up a brand culture without taking just traditional routes of advertising. Energy Brands, Inc. bought out by Coca Cola 6/7/07. What Is Coca Cola’s Acquisition of Vitaminwater? In October 2004 50 Cent did a deal with Glacéau Vitamin Water that would go on to become one of the biggest and most successful in hip hop history.. Coke responded by changing the sugar content of Vitaminwater. A leading-edge research firm focused on digital transformation. You win brand fans that way. [*Update: Oza has since got in touch and said it should be Powerade]. People are smart and need a natural fit otherwise it will be too forced. lol i'm actually not serious. Fiddy said he didn't want or need any money for being involved, he just wanted skin in the game. TIL VitaminWater Is Not Healthy For You and Coca-Cola, who owns Vitaminwater, was sued by a non-profit public interest group on the grounds that the company’s … Karma is naturally sweetened with a blend of stevia and a pinch of pure cane sugar. Coca-Cola purchased Glaceau's vitamin water in 2007 for $4.1 billion. Learn more about vitaminwater & vitaminwater products here. The original lawsuit over Coca-Cola and Vitaminwater occurred in 2009 and was filed by The Center for Science in the Public Interest (CSPI). try a bottle today! I wasn't very corporate either so I thought I would jump ship before Coca-Cola fired me. She personally drank it, comes from the Caribbean, which is where coconut water comes from, and is big on social media. A healthy, delicious, and nutritious drink that is best enjoyed cold for any occasion. Hemp2o is a hemp drink fortified with a range of B vitamins, Vitamin C, and Omega-3 fatty acids. Glaceau produces three types of Vitamin Water: regular Vitamin Water, Vitamin Water 10, and Vitamin Water Zero. There's a statistic out there that 1 in 10 people influence the rest of us. People's antennas for bull---t is a lot sharper these days. Fundamental analysis is a method of measuring a stock's intrinsic value. BI: So which celebrity are you looking for to join Bai as an ambassador? It worked out and the rest was history. After buying Vitaminwater, Coca-Cola lowered that number substantially because of reduced cash flow. Rohan Oza. When it sold, though, I didn't want to retire, so I became a venture capitalist and be involved with products that I really connect with — like Vita Coco (coconut water), Pop Chips, and Bai (antioxidant infusion drinks). I always wanted to work with iconic brands and the US was the place where brands were at the time.". While I helped sales grow more than 30% at brands like Sprite*, it is very hard to make the same massive impact at other brands — these companies are too big and there are too many cooks in the kitchen. People also are growing more towards to not having artificial sweeteners, so that strips out the Diet Cokes and Diet Sprites out there too. How did you get rapper 50 Cent to become part of the Vitamin Water brand? BI: Vitamin Water ended up selling for billions to Coca-Cola, why didn't you retire after that? The Science. They also cost the company legal fees and settlement dollars. These market-disrupting products offered consumers more flavor than bottled water and fewer calories than soft drinks, plus provided functional benefits through vitamin and mineral supplementation. Unfortunately she currently sponsors a product that may not be as good for you as Bai [referring to her endorsement of Diet Coca- Cola], but you never know. It's a zero-calorie, no-sugar added drink, infused with electrolytes to provide essential nutrients. She also rolls with a posse and a crew of people who are all beautiful females. You can make a guess from knowing I entered Vitamin Water very early on and the company sold for $4 billion. Analysts who follow this method seek out companies priced below their real worth. But every now and again, I like to do a spot of bowling. The sweetened water beverage entered new markets and, by nearly any measure, performed very well. It's not big in the UK but it will be. RO: I believed in the brand and Vitamin Water is a breakthrough product in the food and beverage industry. Well it was funny because we ended up selling the company to Coca Cola for $4.2 billion in 2007. Below, we’ll take a look at each of these varieties. Isaac Brekken/Getty Images BI: It really does sound like you live and breathe every product you market — sounds a bit hectic! Life without water is impossible. What do you mean? BI: So what's next on the venture list for you? BI: So is that where celebrity endorsement comes in? Business Insider: How did this all come about? I was involved with the manufacturing side but I really wanted to get into marketing. For example, with Vita Coco, I knew Guy Oseary (Madonna's agent) and Madonna was a fan already. My friend knew 50 Cent so we gave him a call and spoke to him and his manager. [50 Cent doesn't drink alcohol and regularly drank Vitamin Water, ate healthily, and trained in the gym every day]. The $4.1 million acquisition sent shock waves through the soft drink world. Then RiRi (pop star Rihanna) got on board and it was just perfect. I only hire brand messiahs — they live and breathe the product, not just sell it. well atleast anything processed. She's a great example of having the exact right fit for a celebrity for a brand. 50 Cent is featured in ads for Vitaminwater where is reading the Wall Street Journal and retrieves the mail at his Connecticut home, A Little Bit of Science in Every Sip. Rohan Oza is arguably one of the most successful marketing men in the US. Unlike his business counterparts who have invested in energy drinks and liquor businesses, the Queen’s bred rapper bought a stake in Glaceau, the company that owns the Vitamin Water drink. Taylor's the most iconic musician and celebrity on the planet. That was good as we didn't have much money to give him. Hemp2o is an organic & herbal vitamin water beverage. She managed to influence one of the biggest corporations on the planet — Apple – that's real power. Glacéau - product division of Energy Brands..... who produced the "VitaminWater". I would hand the flight attendants drinks, the hostess on the gates, other people on the flight. But the self-depicted "brand messiah," and the man dubbed by The Hollywood Reporter as "Hollywood's Brandfather," didn't have it all handed to him on a plate. Unfortunately due to terrorist activities, this stopped one of the best ways in doing that. Jay-Z, born Shawn Corey Carter, is an American entrepreneur, investor, music producer, and rapper with a net worth of $1 billion as of 2020. You've got to think about how these people influence large amounts of society. BI: I know you said that you have to find the right fit for a brand but surely you must have a dream celebrity to tout Bai? He even worked as an executive at Coca-Cola, but he admitted to Business Insider that he "quit before I got fired" because he wasn't very corporate. "vitamin water is just a big scam isn't it? Mid 19th Century Chelmsford a chemist begins creating homemade soft drinks 1938 The company is acquired by James MacPherson & Co Ltd, and develops the business to introduce soft drinks as an affordable source of vitamins for the people of the UK 1949 A range of juices were launched under the name of British Vitamin By using Investopedia, you accept our. A similar story happened with Del Valle, which was purchased by Coca-Cola in 2007 and reached $1 billion in annual sales by 2010. It reminds me of my days at Nottingham University (where Oza did his first degree), where we'd just go bowl and get pissed. Rihanna in a Vita Coco advert. Vita Coco The soft drink conglomerate Coca-Cola Co. (KO) is a revenue machine. How much 50 Cent earned off the deal is unknown, but he later filed for bankruptcy. Others quickly joined the CSPI lawsuit, and eventually many of the class-action suits were consolidated. He's made millions from his success in turning food and beverage products into brands that everyone from across the globe will recognise — Vitamin Water, Pop Chips, and Vita Coco. It solves the diet dilemma — everyone wants things to taste good but without a tonne of sugar. It has to be a good organic fit where the brand is a fan of a celebrity and the celebrity is a fan of the product. Vitamin Water comes in a wide array of flavors, but they all have about the same nutrition facts, so we’ll look at Multi-V Lemonade (a-zinc). Understanding Coca Cola’s Acquisition of Vitaminwater, grabbed market headlines like Glaceau's vitamin water. There are several types and reasons for mergers. In 2007, the Coca-Cola Company acquired Vitamin Water from Glacéau for $4.1 billion. It also satisfies your cravings for something with flavor. I said I was going to be a partner in Vitamin Water, which was small and made around $25 million in revenue annually in 2002, and he just laughed and said "good luck with that." The stories dominating banking, business, and big deals. BI: Terrorist activities? By 2011, Vitaminwater had grown from $350 million in annual revenue to more than $1 billion. RO: I was looking for someone who already loved the product and would be an easy fit for it. Vitaminwater is a beverage brand owned by the Coca-Cola Company. However, few of these acquired brands have grabbed market headlines like Glaceau's vitamin water, which Coca-Cola purchased in 2007 for a then-company high of $4.1 billion. Getty The Vitamin Shoppe (formerly Vitamin Shoppe Industries, Inc., stylized as theVitaminShoppe) is an American, New Jersey-based retailer of nutritional supplements.It also operated three stores in Canada under the name VitaPath from January 2013 until March 2016. An initial public offering (IPO) refers to the process of offering shares of a private corporation to the public in a new stock issuance. I believed in order to make a product a success you need to be a brand messiah, not a marketing manager. He started off his career in manufacturing in an M&Ms factory in the British industrial town of Slough. Prior to this, he turned around the fortunes of Powerade and Sprite by boosting revenue through some innovative brand endorsements. I believed in order to make a product a success you need to … Coca-Cola is an active acquirer of brands. In 2006, Glacéau Vitaminwater was owned by Energy Brands Inc. and was evaluated at roughly $2.2 billion. Luckily, Vitamin Water Zero comes in clutch. Coca-Cola swooped in one year later and eventually purchased the brand for almost double that amount. Glacéau pioneered the enhanced water category through its Vitaminwater®, Smartwater®, and Fruitwater® brands. [50 Cent was paid $5 million in cash and asked for a 5% stake in the company in exchange for his endorsement.]. Investopedia uses cookies to provide you with a great user experience. I helped build the brand with smart partnerships and built a bridge between Sprite and hip-hop culture and got American artists, NBA athletes on board. RO: After going to Harrow [a famous private boarding school in Britain] and then Nottingham University, my first job was actually in a factory for Mars' M&Ms. Certain aspects of the Glacéau Vitaminwater deal make it important. Being the owner of chemical laden, toxic products such as Cascade dish-washing soap, Tide laundry detergent, Pringles potato chips, and Bounce dryer sheets, it is evident that Proctor and Gamble is less than a trustworthy and caring … since. I then was moved to Powerade (another Coca-Cola brand). BI: How did you grow the company so rapidly? The original drink used a combination of cane sugar and crystalline fructose, but the altered version used a blend of cane sugar and Stevia. However, fans of the drink rejected the Stevia alteration, and Coca-Cola performed an about-face in 2014 and switched back to the original ingredients. NEW 7-pack of 16.9 fl oz bottles; Infused with … BI: Do you ever get celebrities approaching you to get involved in products that they love? She does what she wants and isn't deterred by the press or anyone else. The alternating ingredient swaps also damaged Vitaminwater's sales, particularly in 2012 and 2013. For example, the lawsuits about Coca-Cola's health advertising. RO: [Laughing] Let's just say my mum is very proud. the world’s first multivitamin water. Equity typically refers to shareholders' equity, which represents the residual value to shareholders after debts and liabilities have been settled. Coke says the lawsuit is a publicity stunt and its consumers can see what the drink is made of on the side panel of every bottle. Subscriber 50 got involved with Vitamin water in the peak of his music career in 2004, but the pay off didn't come until three years later when The Coca-Cola company purchased Glaceau for $4.1 billion. RO: I travel a lot. I also love throwing parties and dancing. a vitamin pill to hid the fact it is really sugar water." Through him, I got her on board and that became huge. RO: I was an executive at Coca-Cola and was part of an amazing team that made Sprite one of the coolest brands in America. Perhaps the more interesting factor is, despite the unquestioned growth of Vitaminwater’s sales since 2007, Coca-Cola probably overpaid for the brand and may have been better off just buying its own shares. That makes it possible for the water to remain clear and refreshing. That argument became muddier after Coca-Cola was forced into a $1.2 million settlement over a Vitaminwater lawsuit in 2013-2014. RO: Not really. VITAMIN B1 – VITAMIN B12 – VITAMIN D3 – ATP – D-RIBOSE – CARNITINE – COENZYME Q10 – ELECTROLYTES – PH 9.0+ WHY IDRINK. I said "alright, let's agree to disagree," and I left to go to Michigan in the US to study for my MBA. RO: We are brainstorming on that as we speak, but not every brand needs a celebrity partner. Some contend the company overpaid, which is something it rarely does when making acquisitions and strategic partnerships. everything these days gives mixed results and we never really know if something is good for us, even if it should be. BI: The equity share in endorsements seems a pretty good deal. In the winter I spend my time in Beverley Hills, and then in the summer I go to the Hamptons — it's a great place to relax and reminds me a lot of England. As of 2020, the company has over 200 brands marketed in over 200 countries with many generating $1 billion or more in annual revenues, including big names such as Dasani, Odwalla, Minute Maid, Powerade, Sprite, and Gold Peak Tea. RO: I had a party and then my boss asked where I was going. BI: What did you do after that and how did Coca-Cola take your resignation? Karma Wellness Water is bottled using fresh, pristine spring water from Vermont, while many competing brands use filtered municipal water. Account active The exact amount Coca-Cola paid to acquire Glaceau, Vitamin Water’s parent company, was $4.2 billion. (Oza helped grow the company's sales to $700 million a year by the time he left in 2004.). Vitaminwater went from annual sales of $350 million to more than $1 billion, and the purchase was seen as one of Coca-Cola's most ambitious and successful. Who else gets it? I asked my boss but he said I didn't have the necessary marketing skills. Now he counts 50 Cent and Rihanna — who he calls RiRi — as some of his closest celebrity business partners and friends. I throw a lot in LA and even have Western and Bollywood style dance-offs. Bai itself is now valued at $500 million. Depending on which income numbers you use, Coca-Cola brought in as much as $47 billion in revenue in 2014. Review by Marugen Koi Farm. Coca Cola reportedly acquired Vitamin Water from company Glacéau for $4.1 billion. VitaNourish water has nano ­sized vitamin particles that cannot be detected by the human eye. He has come an incredibly long way, so Business Insider decided to sit down with him to see how on earth he managed to get out of manufacturing and into the worlds of Hollywood and marketing and as founder and CEO of Idea Merchants Capital. Rapper 50 Cent, an early endorser of Vitamin Water, once bragged on the song “I Get Money” that he helped the sports drink sell to Coca-Cola for billions. People always say I throw the best parties because everyone dances. About the Company. Andreea Radutoiu The years subsequent to the Vitaminwater purchase saw Coca-Cola's marketing team do wonders: Vitaminwater went from annual sales of $350 million to more than $1 billion. Stay hydrated while you enhance your water drinking experience with the vitamins and electrolytes in the many flavors of vitaminwater. RO: If you ask me who's my favourite celebrity, it's Taylor Swift. Deployed by the iconic water brands of Danone Waters (including evian, Volvic, AQUA and Bonafont), WeActForWater is a set of urgent actions, ambitious objectives, and new investments.. And yes, she would be good for Bai. Danone’s water brands are taking major steps to tackle global water challenges through WeActForWater.. Coca-Cola spent in excess of $4 billion for a company with only $350 million in revenues. Bai solves this. This takes out the likes of Pepsi and Coca-Cola. There is also the question of valuation. Coca-Cola settled for $2.7 million, with final settlement details requiring changes to the labeling and advertising of the product. The Coca-Cola Company announced today that it will buy Glaceau, the maker of Vitaminwater, for $4.2 billion in cash. Sign up for Insider Finance. Each 18-ounce, wide-mouth bottle contains only 20 calories and is free of preservatives, gluten, and lactose. VitaNourish is a multivitamin water that contains essential vitamins including C, B1, B3, B12, B5 and B6 with no masking agents. We usually look for celebrities that are a natural fit. 50 Cent is diversifying and taking some of the money he earned from his multiplatinum album releases and investing in a beverage company. The price-to-sales (P/S) ratio of 11.7, for purchase price compared to just sales, not profits, is more than 10 times the ratio it cost for the Del Valle deal. CSPI specifically contested some of the scientific and biological claims that the drink could "promote healthy joints, support optimal immune function, and reduce the risk of eye disease.". Within a year, Vitamin Water's sales exploded to the point where it controlled 30% of the U.S. sports water market. Oza counts Taylor Swift as one of the most influential celebrities in the world. Any way you slice it, water will always be the most important liquid on our planet. So you have got to find who those people are to spread the word. Between 2012 and 2013, the dollar sales of Vitaminwater dropped by more than a quarter. If a celebrity endorsement is clearly forced and the people will reject it and people will tell you about it. Brexit refers to the U.K.'s withdrawal from the European Union after voting to do so in a June 2016 referendum. They were great. There are nine Vitamin Water Zero flavors, and since I'm obsessed, I've tried all of them and have determined which is the best. BI: So you ended up working at Coca-Cola, surely that was the pinnacle for you? New Chapter, a vitamin and supplement company offering worthy products since 1892, has recently been bought out by mega-corporation Proctor & Gamble. RO: Bai is my favourite in the gang in a nutshell. The offers that appear in this table are from partnerships from which Investopedia receives compensation. Acquisitions following the Vitaminwater deal have included: Honest Tea, ZICO, Monster Beverage, and Costa Coffee. as well as other partner offers and accept our, NOW WATCH: Paul McCartney and Rihanna just released a music video featuring Kanye — and it's actually pretty awesome, dubbed by The Hollywood Reporter as "Hollywood's Brandfather,", 50 Cent doesn't drink alcohol and regularly drank Vitamin Water, ate healthily, and trained in the gym every day, 50 Cent was paid $5 million in cash and asked for a 5% stake in the company in exchange for his endorsement. 9. Changes in marketing, ingredients, and settling a health-related lawsuit all affected Vitaminwater's business over the next several years. Vitaminwater accounted for approximately $950 million of that amount; it is substantial but nowhere near as big as the major Coke brands: Coca-Cola, Diet Coke, Sprite, and Coke Zero. Coca-Cola purchased Glaceau's vitamin water in 2007 for $4.1 billion. Many touted it as Coca-Cola's most ambitious and successful purchase to date. They have to create a culture around the product itself. RO: Before airports changed [referring to the September 11 attacks in 2001] I used to take products everywhere, which were mainly bottles of Vitamin Water. RO: I believed in the brand and Vitamin Water is a breakthrough product in the food and beverage industry. stay hydrated while you enhance your water drinking experience with the vitamins and electrolytes in the many flavors of vitaminwater®. What's your net worth? There are many varieties, each with an attractive name like “focus,” “endurance,” “refresh” and “essential.” I know business publications like to talk about net worth but I don't really like talking about it. I self-diagnosed myself with Seasonal Affective Disorder so I follow the sun, like most British explorers I suppose! They see thousands of a people on a regular basis and it just takes people with that reach to say they love something and recommend it to as many people as possible. When and what do you do to relax? RO: I believe everyone should have a share in the success, not just endorsers or myself — that's why everyone who works for me gets an equity stake early on. Changes in marketing, ingredients, and the health lawsuit all damaged Vitaminwater over the next several years. Rappers Tony Yayo, 50 Cent, and Lloyd Banks attend Vitaminwater's MLB All-Star week celebration at Hudson Terrace on July 14, 2008. The lawsuit, filed by residents of Florida, Ohio, Missouri, and the Virgin Islands, contested the possibly misleading health benefits tied to the Vitaminwater product. Vitamin Water Nutrition Facts. I brought Sprite to life on basketball courts and at concerts. starstarstarstarstar 5 Star Rating Read More on Google. By clicking ‘Sign up’, you agree to receive marketing emails from Business Insider He was one of two biggest rap artists at that time — him and Jay Z. Prior to the deal in 2007, Coca-Cola announced a plan to buy back as much as $3 billion in company stock. Talking about it Omega-3 fatty acids, ZICO, Monster beverage, and trained in the UK but will! Swaps also damaged Vitaminwater over the next several years British industrial town of Slough she 's a out. In 2012 and 2013 pinch of pure cane sugar Coca-Cola brought in as much as $ 47 in... Shareholders ' equity, which is something it rarely does when making acquisitions and strategic partnerships to. 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