If you are marketing a bottled water of some sort, you’ve got to stand out. Because let’s be honest here… water is pretty much just water. Throw in some nutrients, sweeteners, or other differentiator, and maybe do something funky with your packaging, and then you might just have a chance. Or you could just add caffeine like Avitae.
During the National Association of Convenience Stores (NACS) Show in Chicago last year, Avitae had a small little booth on a aisle across from the huge Monster Energy installation. Monster had models, hot tubs, giveaways, and a lot of foot traffic. One benefit of this, however, was that the crowds tended to build and back up folks to be near the Avitae booth. It’s here that many may have discovered the simple caffeinated water in a funky bottle.
The ingredients are pretty basic: Purified water, natural caffeine, and natural citric acid. That’s it. There are no calories or any other nutritional elements of note. With such a simple recipe, the product stands out with the uniquely-shaped bottle. It’s basically a clear, upside-down plastic wedge. The plastic in the front is transparent to showcase the clear water, while the rear of the bottle features silver coloring and product information, with a well-designed transition between the two. It’s a sharp-looking package!
Avitae comes in two versions, with differing levels of caffeine. Their base product is 45 mg, which features that amount of caffeine per bottle. They describe this as “about the same as a diet soda.” Then there is the more potent 90 mg version, “about the same as a cup of coffee.” For comparison, Mountain Dew contains 4.5 mg caffeine/oz. Avitae 45 mg comes in at 2.66 mg/oz, while Avitae 90 mg measures up to 5.33 mg/oz.
The product itself tastes very clean and unaltered. You could not really tell that anything such as caffeine was added to the water. I liked that. The caffeine effect was noted not to long after, however, as I did get a sense of “pep.” Granted, I’m a new father to a 3-week-old newborn baby, so we’ve had many long nights. I’ll take all the caffeine I can get these days, and Avitae fit the bill nicely. I guess there was a sense of less guilt associated with consuming the product, as it provided the benefits typically associated with caffeine without the added overhead of calories, syrups, or artificial sweeteners.
Avitae is clear, clean, and quite appealing — and that describes both the flavor and the great packaging. A unique approach for a simple idea!
Official Website: MyAvitae.com