?We couldn?t afford a $100 million marketing campaign to reach everyone,? says Rampolla, ?so we needed to start small, with a targeted audience. We found out that yoga practitioners were fans of coconut water. They understood electrolytes but thought Gatorade was the antichrist.? Especially keen for the product were members of the burgeoning Bikram, hot yoga, community. ?These were women who sweated a lot, who tended to travel and to be open to new tastes, and who didn?t like the DayGlo colors and all the added ingredients of the mainstream sports drinks.? As a result, the initial positioning for coconut water focused on hydration and the importance of replenishing electrolytes like potassium when exercising. Jet-setting yoga hippie chicks were also powerless to resist coconut water?s culturally progressive, world beat vibe.?
Source: http://feeds.slate.com/click.phdo?i=1acb3bb40b048baecf9960804b441707
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