I just saw this article and was momentarily thrown back into the Sisyphean task of exposing the Vitamin Water Social Club as a marketing ploy by Coca-Cola. On the heels of my (ongoing) dialogue with strategic branding agencies about the McDonalds "localwashing" campaign, I come to find that
"Vitaminwater is really just a sugary snack food; non-carbonated fruit coke disguised as a sports drink."
What, really? Coca-Cola would mislead people? They would spend a month doing nightlife marketing as an independent beverage creator when they are really a soulless monolith? Get outta here!
Anyway, just another reason to ignore Vitamin Water/Coke, McDonalds, and Qdoba, the janky fast-food place coming into the janky Joule Apartments on Broadway.