Loading ...
Hank Perlman, director
Hungry Man, production company
Zambezi, ad agency
Vitaminwater Active, client

For the national launch of vitaminwater active, the brand created a sports drink not just for fitness fanatics, but for the ‘rest of us.’ A beverage for those who may not take working out as seriously as those typically portrayed in sports drink advertising. We personified the positioning with a campaign centered around several social shorts starring a ‘sorta-fit spokesguy’ ‘sorta’ working out at the gym. The intent was to show consumers you don’t have to take yourself or your workout too seriously. The campaign launched on social and also included point-of-sale elements; out-of-home ads around gyms, parks, and hiking and running paths; as well as experiential marketing targeting laid-back gymgoers in high-traffic fitness locations.

X

With a free Commarts account, you can enjoy 50% more free content
Create an Account
Get a subscription and have unlimited access
Subscribe
Already a subscriber or have a Commarts account?
Sign In
X

Get a subscription and have unlimited access
Subscribe
Already a subscriber?
Sign In