May 23, 2008

Walgreens and Circle K threw them out!

Mike Repole, one of the founders of Vitaminwater, offers guidance on the importance of 'connecting with ideal consumers' when he talks about Vitaminwaters growth and success. "Walgreens and Circle K threw us out! We scaled back the distribution and focused on natural-food stores, gyms, and colleges. A year later, we were back in Walgreens and Circle K because their customers were drinking and demanding the product."

The focus and attention to the ideal consumer is what launched and eventually led to the sell of Mike's company to Coke for more than $4 billion.

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