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Bikoff believes that his company is not just another beverage and that it has somewhat of a different focus as opposed to Coke and Pepsi. When people think of Coke and Pepsi they think of refreshment before anything else. When people hear vitamins and water in one drink, hence the name vitaminwater, it gives off a sense of healthiness and that is just what Bikoff is trying to do. He is using Glaceau to gear his drinks to people that are looking for that healthy lifestyle. With people more conscious now about their weight and with all the different fad diets that go around Bikoff might have done just the right thing to hit it big with his new beverages...
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