Tuesday, March 4, 2008

Water Joe - World's First Caffeinated Water


Water Joe was the first water in the marketplace to add a sole energy ingredient - caffeine. With such a unique twist on water only the media could bring this mixture to life. And that is what happened back in 1996. Water Joe became the media darling of almost every newscast, newspaper or magazine. In fact by the end of 1996 USA Today had named it Product Hit of Year and Wired Magazine appointed it to their Tired Wired Top 100. By 1997 there were 42 caffeinated waters being produced all with funky, edgy names. Each trying to get a foothold in the caffeinated water space. Sounds familiar?? It should. This story reads almost like the energy drink phenomenon that is taking place today.

Today after an ownership change and a few label renditions later Water Joe is pretty much the only one standing in strictly the "caffeine and water" category. It obviously still has its devoted fans as Water Joe ranks as the #1 best selling item on Beverages Direct. So why is it that after all these new caffeine enhanced products have entered into the market Water Joe is still around? The video below (filmed on the road in 1997) articulates it the best...because it still tastes just like water!



We'd love to hear if you think Water Joe can survive another 10+ years.