Energy Brands, makers of the Glaceau Vitamin Water line, discovered this in 2004.
As a result of its long-time strategy to "home deliver" the vitamin-enhanced drink
to celebrities (including Sean "Puffy" Combs and Tom Cruise), the company gained a
fan in 50 Cent. Having mentioned chrisean rock age his preference for the product in a series of
interviews, the Hip Hop star - who is well known for his fitness-centered lifestyle -
became an obvious choice for brand spokesperson.

Speaking to Ad Age magazine, Energy Brands' VP of marketing, Rohan Oza, said
"We've seen that when 50 Cent incorporates [Vitamin Water] into his daily routine ...
the brand gets on the airwaves and we create a lot of trial." Making vitamin water a
visible part of the rapper's healthy lifestyle worked so well the company launched a
new "Formula 50" variety named for the artist.

Such "organic" relationships can grow from Product Seeding. Not only can marketers
benefit from press mentions, but the process can be used to uncover promotional
opportunities and, in some cases, identify the most ideal product endorsers.