In 2007, when The Coca-Cola Company acquired the enhanced water portfolio Glaceau for $4.1 billion…all the attention was focused on its flagship brand Vitaminwater. Heck…even 50 Cent reportedly made around $100 million from the M&A transaction, as the rapper structured his deal around equity rather than traditional endorsement fees. But significant change has happened since…from 50 Cent filing for bankruptcy in 2015 to the retail sales of Vitaminwater slowing down. But within the endless catalog of famous 50 Cent lyrics, he once said, “every negative is a positive. The bad things that happen to me, I somehow make them good. That means you can’t do anything to hurt me.” And that personifies exactly how this massive M&A deal played out, with Smartwater emerging as a billion-dollar premium water brand and the biggest water brand overall in The Coca-Cola Company portfolio.