Vitamin Water

The brand VitaminWater was started by a man named Darius Bikoff. The idea of the vitamin water was very simple, while taking his daily dose of vitamins in the morning and washing them down with water, Bikoff had a simple, yet brilliant idea. His idea of combining your vitamins and water into one drink is a lot easier and more convenient for people.

Bikoff had little startup money to create the brand and build his business. Another brilliant idea of his was to sell parts of his company to celebrities. This not only gave him celebrity sponsors to build his brand image and awareness but it was a great marketing venture in the way that it was such a great idea for these celebrities to do. It gets their name out their and they are making money.

VitaminWater is a brand that created a team of people living and breathing the brand. It was built one person at a time, which is also the continuing goal of the brand. Partners of the brand include 50 cent, Jennifer Anniston,

tom brady, shaquille o?neal, tony parker, brian urlacher, david ortiz and tracy mcgrady.

By 2002, the Glacéau line of waters were the top selling enhanced water brand in the United States, with the company's Vitaminwater being its best selling product. In 2006, the company earned US$350 million in revenues. The company then began its global expansion, launching its products in the United Kingdom and Australia in 2008 and France in 2009.

Energy Brands is owned primarily by Bikoff, employees, and small investors. Rap artist Curtis Jackson—known as 50 Cent—obtained a 10% share of the company as part of an endorsement deal. 30% equity was sold to LVMH sometime in the 2000s, which in turn sold those shares. The shares eventually were sold to India-based Tata Group in August 2006, which held the shares until May 2007 when Coca-Cola Company purchased the company as an independent subsidiary, leaving its actual operations with its existing management including Bikoff.

http://www.usatoday.com/money/industries/food/2007-05-25-coke-glaceau_N.htm