• Forbes CMO Network, Tuesday, March 9, 2010 10:43 AM

Laurie Burkitt tells the engaging tale of the growth of Hint -- a sugar-free, zero-calorie water that is lightly and naturally flavored with fruit -- from the switched-on light bulb in Kara Goldin's head to distribution deals with Target, Costco and, later this month, Starbucks.

Goldin, who had been a vp at AOL, came up with the idea when she was diagnosed with gestational diabetes while she was pregnant in 2004. She and her husband and partner, Theo, first sold the beverage to health-food stores and yoga studios, pitching it to consumers who were not just health-conscious but also might have issues such as diabetes or heart trouble.

Revenue last year was $12 million, Goldin says, a 20% increase over 2008. This year, Hint will break its first mainstream online ad campaign, followed by TV spots and billboards. It plans to spend $3 million, or 30% of sales, on advertising. Goldin isn't concerned about getting too big. "Consumers may say they have an issue with brands because they are too mass, but availability of product is even more important," she says.

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