Vitaminwater's Revive Brand To Replace Dasani At NCAA Events

Coke To Feature Vitaminwater's Revive Brand On Sideline Of NCAA Events

Vitaminwater’s Revive fruit-punch-flavored water is “replacing Coke’s Dasani water as the NCAA sideline brand” beginning next month, according to Terry Lefton in this week’s SPORTSBUSINESS JOURNAL. All 88 NCAA championships, including the men’s basketball tournament, “will have sideline cups, coolers and squeeze bottles bearing the logo” of Vitaminwater. A full marketing campaign supporting the move is "planned around the Final Four," including running ads during CBS’ coverage of the tournament. Vitaminwater also will sample their products at various NCAA championships. Bob Cramer, VP/Sports Marketing at Vitaminwater parent-company Glaceau, said, “We’re a lifestyle beverage, and we think we can take the insight of seeing NCAA championships as a lifestyle occasion and weave that into how we go to market.” Coca-Cola bought Glaceau for $4.1B in ’07, and Lefton notes aligning Vitaminwater with the NCAA is “another sign of how much importance Coke places on the brand” (SPORTSBUSINESS JOURNAL, 10/20).