Sales: Just under $2 million since the January launch. *
Official line: "People really believe in consuming more water for skin health, overall health and weight management and Crystal Light On the Go taps into that trend and into the convenience factor of bottled water that has seen phenomenal growth," said John Craig, category business director-powdered beverages at Kraft.
Marketing: WPP Group's Ogilvy & Mather uses a jazzy version of KC and the Sunshine Band's "Shake, Shake, Shake;" sampling of roughly 3.5 million of the sticks at Avon Walks for Breast Cancer and mailings to American Dietetic Association and nutritionists.
Retailers' verdict: "Flying off the shelf.""Kraft has done a good job of marketing Crystal Light with a health theme-five calories and zero carbs-and because the convenience of pouring it into a bottle is really handy."
Copycat: Unilever's Lipton Tea to Go.
*Information Resources Inc., food, drug and mass outlets, excluding Wal-Mart