VITAMINWATER | FUNNER WATER

vitaminwater has been around for twenty-plus years. Through those years, the brand has experienced many highs and many lows. Having a meteoric rise as a culturally-connected, ‘health drink,’ vitaminwater’s proposition had been debunked due to the evolution of health in our culture. But there seemed to be a bigger problem with the brand - they had lost sight of who they were and their authentic connection to their consumer and culture. We needed to give vitaminwater its swag back.

To do so, we focused in on finding an audience and cultural truth that we could connect to the brand and product. Through qualitative research, we found that our audience valued experimenting with life over following the set path to ‘success.’ For them, success was the excitement and growth of living life spontaneously and trying to figure it all out. Strategically, we wanted the experimental way our audience lived their lives to be grounded in the way we approached the beverage. As a result, we focused on the variety of over 21 vitaminwater ‘formulas’ as avenues for fun and experimentation. To do this, we needed to create a whole new voice for the brand, but more importantly, a whole new way for the brand to show up and behave in the world.

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vitaminwater needed to be a brand that brought fun and excitement to the lives of our audience, but also stood out on the crowded shelves of beverages (soda, water, sport drinks, teas, etc). We developed a campaign that began on the product and in the hands of the consumer by reimagining the bottle copy to encourage our audience to experiment with life like no beverage could. This voice from the bottle would inspire all of our communications from TV to social to experiential, reinvigorating vitaminwater’s connection to its consumer and culture.

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In just three months, the campaign generated 600 million impressions, a 48% increase in conversation around love of the brand and a 141% increase in social conversation about our advertising. More importantly, we were able to help a brand find its voice again and bring its swag back to culture.