Wow. Glaceau has it figured out.

A few nights ago, I had the opportunity to chat with an acquaintance of mine from The Coca-Cola Company. We talked about how impressed we were with the success that the Glaceau brand has had both before and after its acquisition by Coca-Cola.

In case you don’t know, Glaceau is the maker of Vitaminwater, Fruitwater, Smartwater and Vitaminenergy. One of the things that has contributed to their astronomical growth is their ability to talk to consumers as though they’re human beings (see my previous post on this topic called, “What Does Sprint Know About Marketing That You Don’t?“).

When you’re talking to your customers, whether it’s through a brochure, through packaging or even through your receptionist, please talk to them like they’re you’re friend. (After all, they are your friend.)

Here’s a great example of how Glaceau does this from the back of the Formula 50 Vitaminwater packaging:

“who wouldn’t want to live large like 50? that’s just how he rolls. he doesn’t just make albums… he makes them multi-platinum. he doesn’t just make movies… he makes them with award winning actors… it only makes sense that 50′s drink is large too. it’s packed with the key nutrients he needs to get through his day.”

It’s just copy on the back of a bottle, but it connects on an emotional level. And research indicates that when you connect emotionally with your consumer, they’re 37% more likely to buy your product.

So go. And write some copy. And make sure that it’s as fun, lighthearted and engaging as the copy on the Vitaminwater packaging.