VitaminWater Labels Get a Facelift

A few weeks ago I noticed subtle yet dramatic changes to VitaminWater’s iconic labels.  The once plain (almost medical-looking) labels are now shiny–flashy even.  Over at my Flickr page, I’ve annotated the differences between the old and new packaging.  The witty, conversational copy has remained the same, but the label makeover makes me wonder if changes are part of an overall rebranding strategy designed to resonate with Millennials.  Earlier this year, VitaminWater introduced a new flavor called Connect, which was created by Facebook users.  More recent VitaminWater additions also include flavors calls Dwnld and Spark.  Perhaps the shiny labels are supposed to signify perpetual connectivity or inclusion in some social network.  Please feel free to tag any differences I might have missed.