Standing in a dairy and choosing a drink can be a overwhelming experience at times, so many different brands trying to entice you... Vitamin water is an prime example of the consumer taking away a story with their beverage. and choosing their beverage for the story it offers.
The ideology around vitamins seems somewhat similar to aromtherapy.
They create fun and quirky stories around 'focus' calm' revive' etc. Could be an interesting way to look at selling aromatherapy
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