THE MARKET AND CATEGORY WHITE SPACE.

With most of the 'health beverages' positioning itself on the category cliches of 'health and goodness', the market and the category at large didn't match up to the consumers unmet need of being associated with a genuinely fun and cool beverage brand.

The Vitame Brand Opportunity.
A fresh new opportunity for Vitame of going beyond the competitive tablestakes and functional promises of health. Going beyond the conventional brand approach, an opportunity to create an iconic brand that is right at the heart of being healthy and fun, and connects strongly with the new age attitudes and lifestyle of the consumer.

A unique approach by a brand that makes health and wellness fun not just from a product choices but also from a brand engagement point of view.