Weekend Read: The Vitaminwater Deal That Taught Celebrities to Ask for Shares, Not Cheques
In 2004, a small New York drinks company had a problem. Vitaminwater, its brightly coloured flavoured water, was selling well, but it was one of dozens of drinks on a crowded shelf. Its new marketing chief, a former Coca-Cola executive called Rohan Oza, had an idea. Instead of paying a celebrity to hold the bottle,…