Vitaminwater, My Code Revisit Muralists in 'Neighborhue' Season 2

A mural does more than decorate a wall. It tells a neighborhood who it is.

Vitaminwater and My Code are back with round two of that idea.

The brands today launched "Neighborhue: Still in Color," the next installment of their branded content platform.

It spotlights artists who make city walls into neighborhood landmarks.

The first season restored faded murals, and this one follows the work as it keeps changing.

The murals trace how public art holds on to identity and belonging long after the paint dries.

"We believe creativity is a powerful force for connection and self-expression," Hillary Horton, vitaminwater brand director at The Coca-Cola Company, said in a press release.

"The response to the first season of Neighborhue reinforced just how deeply people connect with stories rooted in community and culture."

Horton added that the brand wanted to introduce audiences to muralists whose work reflects the identity of their communities.

My Code and Remezcla were the natural partners to help tell these stories nationally.

Marketing agency My Code CEO Amani Duncan saw the project as an insider's view more than an outsider's take.

"The best storytelling doesn't just represent a community, it comes from inside it," Duncan said.

Duncan pointed to the featured muralists as artists who truly live and embody the neighborhoods they paint.

Two Cities, Two Murals

The series follows Don RIMX (David Sepulveda) in Orlando.

Here, he revisits his mural "El Chamán" to explore how public art connects cultural memory with present-day community life.

In Brooklyn, Carlos Mateu returns to "El Paso Del Tiempo."

It's a piece he created alongside residents that traces the neighborhood's own evolution.

Each artist's segment is presented like a mini-documentary, letting the muralists narrate their own process.

While Don RIMX's chapter has rolled out, Mateu's Brooklyn feature is set to follow on July 20.

The content runs across My Code's owned and operated channels, including Remezcla, spanning short-form video for Instagram Reels, and more.

Grounded Neighborhood Marketing

More brands are courting younger, multicultural consumers, and they know the story has to come from someone inside the community.

Hispanic shoppers alone hold roughly $2.7 trillion in spending power and drive 23% of U.S. dollar growth.

Research also found that 84% are more likely to buy from a brand that plays a positive role in their family and community.

"Neighborhue" is built for exactly that, since letting the community narrate its own story is what earns this audience's trust and their spending.

To those watching this space, Vitaminwater's campaign offers a few lessons:

• Trust your artists to be the narrators: Letting Don RIMX and Carlos Mateu tell their own stories is what makes the series feel organic and far from sponsored.
• Let the work outlive the campaign: Both murals already existed before Neighborhue arrived, meaning the content has long documented real community fixtures.
• Scale distribution through community-first media: Routing content through Remezcla puts the series in front of audiences who are primed to care.

The real value is in the return, since a branded content series that comes back each year keeps compounding the trust it earned the first time.

Our Take: What Happens After the Cameras Leave?

A campaign disappears the moment the ad budget runs out, while the mural stays on the wall for years.

Most brands ignore what happens after the cameras leave, which is exactly what Vitaminwater chose to film.

It spotlighted a wall that stood before the brand arrived and will still be there long after.

We like that the artists narrate their own stories about what the work means to them and their neighborhood, because you can't fake that.

If Season 3 wants to top this, we'd love to see it revisit a neighborhood five or 10 years after a mural like El Chamán goes up.

This long-term payoff is the brand storytelling that few have attempted.