Magazine article Marketing

M&S' Vitamin Water Comes under Fire

Magazine article Marketing

M&S' Vitamin Water Comes under Fire

Article excerpt

Marks & Spencer has been criticised by branding experts for launching a product bearing similarities to Coca-Cola's Glaceau Vitaminwater.

The M&S 'Vitamin Water' drink is available in Orange & Passionfruit and Cranberry & Raspberry variants. It forms part of a product-development push by the retailer based around its 'food-on-the-move' section this summer.

As well as having a virtually identical name, the product is packaged in a similarly shaped 500ml bottle to Vitaminwater.

David Goudge, managing director at innovation agency Brand Development, said it was 'poor practice' on the part of the retailer. 'For a company with the imagination of M&S to end up doing something like that is just a shame,' he added.

Mary-Ellen Field, intellectual property director at brand valuation consultancy Brand Finance, said she believed M&S would argue that 'vitamin water' is a descriptive term, and therefore not an infringement of Coca-Cola's trademark. …

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