CBX Helps Tower Brands Introduce Hydravescent Beverages

Posted: April 17, 2014

With the introduction of the new brand YZ, Connecticut-based Tower Laboratories is quenching consumers' ever-growing thirst for proactive health products. Seeking a way to extend its proprietary effervescent technology, Tower turned to strategic branding firm CBX to help innovate new product ideas. Through extensive ideation sessions, CBX helped zero in on the category of proactive health and hydration for application of Tower's technology.
The brand that grew out of this research, named YZ (pronounced "wise"), consists of "All Natural Hydravescent Crystals" that are added to water to proactively foster good health. The line consists of three products: Immunity (Orange Mango Pineapple), Antioxidant (Raspberry Green Tea), and Digestive Health (Lemon Ginger). Akin to a healthier Crystal Light, these all-natural effervescent crystals contain only 20 calories per serving, support a variety of health issues and feature electrolytes to aid hydration.
Once the concept was solidified, CBX brought the brand to life by creating the positioning, logo, name, and package design and Outthink, Tower Brands' marketing firm, developed innovative ways to introduce it to the target audience. "The name YZ speaks to the fact that this is an intelligent choice for health-conscious consumers," says Gregg S. Lipman, managing partner at CBX. "By placing the YZ name inside a circle logo and surrounding it with bubbles, we've established an iconic visual that links back to the effervescent nature of the product."
Henry McInerney, the CEO of Tower Brands, agrees with this brand positioning. "While there are many other water-enhancing products on the market,” he says, “the effervescent bubbles in YZ are actually better, as they help to disperse ingredients quickly and evenly."
YZ flavors are packaged in a box filled with seven flavor "stick" packets. A color-coded logo and benefit bar makes it easy to understand the benefits and clearly differentiate the products from one another. Luscious and natural fruit photography further communicates each flavor, while a narrative about the benefits of bubbles runs along the side of the package.
Outthink, in conjunction with a sports nutritionist, has launched an innovative grass roots campaign that effectively leverages social media marketing, online sampling, and couponing opportunities. "YZ appeals to people who understand how vital hydration is to good health," says Outthink principal John Visgilio. "We're reaching out to them directly." For more, visit