vitaminwater needed to regain cultural relevance.
So, we went back to the packaging that made them unique, and created a fresh set of bottle labels.
Each label became its own world in the “vitaminwater universe.” Less of an “ad campaign”, and more of a rabbit hole into the absurd lexicon of the internet.
The XXX bottle listed summer blockbuster movie themes. The Squeezed bottle featured a phone number delivered you to the office of a “career thought leader” named “Brandon” who can never find time to “squeeze you in.”
This was created to break the monotony of what consumers have come to expect from advertising – film, digital experiences and media partnerships.
The campaign generated positive sentiment, garnering 600 million impressions for a brand that was previously stagnant in its user interaction.