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The success of Glaceau's VitaminWater was built on aggressive, edgy marketing. The company was so successful that The Coca-Cola Co. bought Glaceau in 2007 for $4.1 billion -- the largest acquisition in the soda giant's history. But as VitaminWater's popularity and distribution grows, so does the number of would-be imitators. The company's small but feisty legal department vigilantly defends VitaminWater's distinctive two-toned labels. In fact, Glaceau hasn't lost a trademark case yet.
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May 23rd, 2009UncategorizedThe success of Glaceau's VitaminWater was built on aggressive, edgy marketing. The company was so successful that The Coca-Cola Co. bought Glaceau in 2007 for $4.1 billion -- the largest acquisition in the soda giant's history. But as VitaminWater's popularity and distribution grows, so does the number of would-be imitators. The company's small but feisty legal department vigilantly defends VitaminWater's distinctive two-toned labels. In fact, Glaceau hasn't lost a trademark case yet.