Vitamin Water’s latest flavour, launching in March this year, was developed and named by the brand’s Facebook fans. The black cherry and lime flavoured drink will be called ‘Connect’. One Facebook fan, Sarah from Illinois, won $5,000 for her role in developing this new product.
The competition was interesting and unique in that it used Facebook fans to develop all aspects of the product and is a great example of co-creation.
Choosing the flavour – over the summer Facebook fans were able to monitor and add to buzz about different flavours. The more chatter about a flavour online, the higher it was rated on the Facebook page. And by mid-September the most ten talked-about flavours were put to Facebook fans for them to vote for their favourite. This is a good example of using a community to help sort and rank ideas in a co-creation process. Fans couldn’t create their own flavours from scratch, but could influence the top 10 flavours and then vote for the best.
Designing the packaging – when the flavour had been selected (in October last year), the Facebook fans were able to use the app to design the packaging – the look and feel, the blurb and colours used on the label. Fans could collaborate with up to two more Facebook friends to develop the packaging and the final winners were chosen by a panel of experts.
Naming the product – alongside the packaging and look-and-feel, Facebook Fans were asked to name the product. The team who created the winning name were given a prize of $5,000.