Zero sugar, zero compromise
In 2023, vitaminwater launched a new zero-sugar formulation to deliver bold flavor with zero compromises. To champion this, we created a campaign for the generation living most unapologetically — gen-z. Partnering with a truly unapologetic gen-z icon, we brought our message to life in film.
Lil Nas X
We teamed up with Lil Nas X to create worlds that capture his unapologetic vibe through the lens of each drink.
vitaminwater xxx = zero desire to be unsatisfied
for the you, who knows who and what you want and isn’t afraid to explore it to the fullest
vitaminwater with love = zero time for not loving on yourself
for the you that knows self-care is the best revenge
vitaminwater gutsy = zero chance of you ever backing down
for the you, who has the guts and confidence to just do you
vitaminwater forever you = zero bad vibes, only good times
for the you that’s always down for adventure and good times
vitaminwater shine = zero reason to be boring when you can be glam
for the you that embraces glam, beauty, and doing the most
Product Spots
In addition to our Lil Nas X films, we created animated product spots to highlight the energy of this new release.
We created a spot featuring the whole flavor lineup and two individuals featuring new flavors
forever you and with love.
OOHs, Banners, & Social
We then leveraged both product images and shots from our Lil Nas X shoot to spread our exciting news.
Taking it further
To further support our audience’s zero holding back energy, we also launched two experiences - one irl & the other in digital world of fortnite.
ZHB, the Game
a multi-media game that encouraged fans to act fast in order to score experiences of a lifetime.
VW x Loser Fruit x Fortnite
a first-of-its-kind fortnite map with 50+ unique rounds of fashion shows and mini-games.
ECD: Emily Sander
CDs: Megan Steidel, Nick Allegri, Sarah, Jonny Arcilla
Copywriter: Sydney Tasman