Subscribe »When O2 launched in 2014, it called itself an "oxygenated recovery drink." Retail buyers didn't understand the phrase "oxygenated recovery," and consumer research revealed a surprising disconnect: O2's most engaged customers were women ages 35 to 55 — not young men! Related: Customers Want More Than Just a Product — Here's How to Meet Their ExpectationsStep 1: Define the Problem. The waves can communicate water, but also make the logo busy." The final result: O2 began life as an "oxygenated recovery" drink for hyperathletic men, but is now a gender-neutral, flavor-focused, clean hydration drink for everyone.