Have you had Vitamin Water today? If you have, you're part of an increasing number of people that have tried Glacau's unique "hydration" product. Vitamin Water (along with other Glacau products such as Smart Water, Vitamin Energy, and Fruit Water) appears in an increasing number of outlets. Part of the reason for increased attention around Glacau products is that they were purchased by the Coca-Cola Company in 2007. Coke's marketing, advertising, and distribution muscle is being used to bring such products as Vitamin Water to the attention of the consuming public.

Another reason for increasing consumer attention is the maverick use of advertising by Vitamin Water. The labels, packaging, and advertising for Vitamin Water are highly entertaining. Using celebrity endorsements, humour, and provocative visuals in advertising is a somewhat unusual strategy for a producer in this product category. To learn more about Vitamin Water advertising, visit the Vitamin Water Web site at http://www.vitaminwater.com.

Assume that a large public university was the target for Glacau's Vitamin Water launch introduction in the Midwest. What targeting and positioning strategies would you recommend to Glacau? Explain the rationale for your recommendation and any assumptions you have made. Be sure to consider competitors that you might encounter during your campus launch.