Shawn Hoke/Curbed Flickr Pool

“I got a masters in branding at Coca-Cola.”

It was 2007. Glacéau had Vitamin Water and Smart Water. They had quickly become the memorable, iconic beverages in every grocery store.

Glacéau did something very few had caught onto at the time — their brands spoke back to the people. When you pick up a bottle of Vitamin Water, the label makes you laugh. It put the human back in brands.