Zero sugar, zero compromise
In 2023 vitaminwater launched a new zero sugar formulation that went all in on flavor with zero compromise on taste. So, we created a campaign positioning ourselves as a pillar of support for the generation that also lives without compromise. To do so, we sought out an icon who couldn’t help but identify with being undeniably themself. With our partner in crime, we were ready to bring our message to life in film.
The Films
We took our flavor’s personalities and collaborated with Lil Nas X to create worlds that would bring his uncompromised version of that feeling to life.
zero sugar 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
With love = zero time for not loving on yourself
for the you who may need a pick me up, but knows how to self care yourself back to the best you
Gutsy = zero chance of you ever backing down
for the you who has the guts and confidence do you
Forever you = zero bad vibes, only good times
for the you that’s forever youthful, interested in adventure, activities, video games etc
Shine = zero reason to be boring when you can be glam
for the you that embraces glam, beauty, and what others might consider doing the most
Product Spots
In addition to our Lil Nas X films, we created animated product-centric spots to highlight the energy and excitement of this new release.
We focused on creating a video featuring the whole flavor lineup and two individuals featuring new flavors forever you and with love.
OOHs, Banners, & Social
We then leveraged both product-centric images and content from our Lil Nas X shoot to spread our exciting news.
Big Plays
To further support our audience’s zero holding back too energy, we launched a two experiences to meet them irl & in the digital gaming space.
ZHB, the Game
a multi-media game that encouraged them to act fact to score experiences of a lifetime.
VW x Loser Fruit x Fortnite
a first-of-its-kind map with over 50 unique rounds of fashion shows and mini-games based on our different flavors.
ECD: Emily Sander
CDs: Megan Steidel, Nick Allegri, Sarah, Jonny Arcilla
Copywriter: Sydney Tasman