You would think the header card would boast intriguing benefits like, “Easy Grip!” or “Stirs up the flavor”. But at the Cool Valley Schnucks grocery store (the only place I have seen this product) — nothing says product benefit like a fat bottom girl in tight white pants!

Get your curve on for only $1.19 — I did!

fig. a: Budweiser Curve Appeal Bottle

fig. b: Curve Appeal Header Card

fig. c: Curve Appeal POP Stand

photo credits: stephen jackson

“Client really likes the look of Vitamin Water. Casey’s logo Mandatory. Time budget is 3 hours.”

And in case you’re wondering — ‘EW’ tastes as good at it looks. I would compare it with the likes of cough syrups.

Close up of essential water next to vitamin water.

I discovered Pure American (PA) several weeks later at Walgreen’s. After seeing ‘EW’ you have to give ‘PA’ some praise, even though its a generic store brand. Although the name is weak, at least it doesn’t have the word ‘water’ in it. They also added their own interpretation to the ‘solid color bar on white’ trend.

Line up of pure american, essential water, and vitamin water.

photo credits: stephen jackson