Marketing Morons at Vitamin Water

There's a new, wonderful example on television right now that supports my position that marketers are by and large total idiots. It's for Vitamin Water, which is a rather strange product in and of itself, but I know it's gaining in popularity. I guarantee the reason is that it's water that has vitamins in it - not this moronic commercial and the "strategy" behind it.

It starts with two guys acting as sports commentators but they are announcing a televised performance by the National Symphony. However, the conductor has been replaced by Curtis Jackson, aka 50 Cent. OK, so the first attempt is to appeal to guys who watch sports - I guess. I don't know why else they start the spot this way.

Then 50 Cent takes a sip of Vitamin Water while some other rapper replaces the first viola. Not quite sure what this is supposed to signify.

Then, as 50 Cent starts conducting the symphony the beat changes to his "hit" In Da Hood. The announcer actually say he "integrates" his song. A black rap artist "integrates" what looks to be a pretty much all-white symphony. How do I even express in words the stupidity of this choice of words?

After some business about a trombone player, the commercial goes to a product shot that does nothing to identify the product, its brand name or logo.

So after first trying to appeal to sports guys, they try to appeal to young, urban black men. Then sophisticated symphony-goers, then....heck, I don't know. By trying to mix styles and appeal to everyone, they end up appealing to no one. It's just a shoddy, ill-conceived mess that makes me cringe every time I see it.

I guarantee the appeal of this product has far more to do with its healthful benefits than with 50 Cent drinking it before he conducts a symphony orchestra. They need to position it for what it is and for why it will click with the American public. Right now, they are clueless and completely wasting their marketing budget.