I found this interesting for two reasons. One, it's a story of a company apparently successfully repositioning its product.
And two, I'm an enthusiastic user of said product. Zero calories, zero sodium, excellent taste. The blackberry flavor and the lemonade flavor both have antioxidants and green tea extract added, and the lemonade has some caffieine, too. They're sweetened with sucralose, which used to disagree with me, but apparently I've built up a tolerance to it and it's fine, now.