Des10ation: Vitamin Water

Pop-up stores seem to be all the rage recently for brands seeking boutique appeal. Glacéau is the latest to launch one in New York for their new line, vitaminwater10 – a drink containing only ten calories. The concept involved turning an empty storefront on Broadway between Bleecker and Houston into a Vitamin Water wonderland for ten days. The idea was to create a loungy atmosphere with couches, a dj, various games and refrigerators well stocked with Vitamin Water to entice people to try the new product. In an era where consumers are becoming immune to advertising, the pop-up store is a great way to get your product in front people and gain a lot of buzz in the process. They’ve also tapped into the consumer mindset by creating this little oasis in the middle of a busy shopping district. Let’s be honest… a Vitamin Water rep peddling a new product to you in the middle of a grocery store? No thank you. But a little bit of free pampering amidst an afternoon of shopping? Yes please! I like the color-coordinated sections – very Vitamin Water. This graphic “10” made from bottles of water is pretty awesome. An intense game of foosball can make one very thirsty… Unfortunately you’ll have to quench your thirst elsewhere as today was the last day for the pop-up (sorry for the late notice).