How can a niche product increase awareness globally without sacrificing its distinct brand voice?

To help Coca-Cola invigorate vitaminwater on a global scale, we applied its unique personality to highly targeted daypart and needs-based digital and social campaigns, along with an array of non-traditional and very traditional (Winter Olympics) tactics.

the canadian launch, eh?

How we let the Great White North know that a rainbow of hydration and electrolytes had arrived.

vitaminwater outdoor board
vitaminwater outdoor boards
vitaminwater
vitaminwater

We challenged Canadians to make their own mash-ups on our sweet beats remixx app to share and win tickets to the next David Guetta gig. (Let’s see what you got, Drake.)

The launch book heard round the world.

vitaminwater toolkit
vitaminwater toolkit
vitaminwater toolkit
vitaminwater toolkit
vitaminwater toolkit

One book. Four multimedia campaigns customizable for international language translations and nuances.

heating up the winter games

Using non-traditional tactics, Canadian athlete sponsorships, and even a reboot of the iconic vitaminwater bottle copy, we medaled in winter games advertising.

vitaminwater Winter Olympics Bus Shelter
Vitaminwater Print
Vitaminwater Print
Vitaminwater Print
vitaminwater Olympic bottles
vitaminwater winter olympic labels
vitaminwater winter olympic labels
vitaminwater winter olympic labels
vitaminwater winter olympic labels

Our brand launch in Australia won an internal Best In Class Award at Coca-Cola. We helped turn the dial on brand awareness all the way to brand preference in England. According to Millward Brown, our Canadian launch campaign increased unaided awareness by 23%...and scored 9 to 35 points above the norm for 12-24 and 20-34 year olds in categories such as “Recognized Campaign,” “Unaided Brand Awareness,” “Ads Are Better Than Others in Category,” and “More Likely to Buy Product.”