Vitaminwater is becoming increasingly popular around the world as consumers become more health-conscious. The site educates consumers on how Vitaminwater is relevant throughout their day. From the homepage a particular flavour will be served up, based on the time of day and that flavours' functionality. For example, if it is 8:00 am, essential (orange-orange) will appear touting its benefits and how it favorably compares to OJ (less acidity, half the calories and more nutrients). Major components of the site include a store locator, ingredient glossary, and product line-up, accompanied by humorous images and clever copywriting.