WPP Open X Unveils Campaign for Coca-Cola's vitaminwater

Coca-Cola's vitaminwater just unveiled its newest campaign inspired by the vibrant culture and people of New York City. 

Made together with agency WPP Open X, "vitaminwater from New York" marks the healthy beverage company's first brand campaign in two years. Set in New York streets, it showcases the different colors, flavors, and energy of the city — all of which are representative of the brand today. 

Luke Perkins, Coca-Cola's senior director of creative strategy, shares the truth that not a lot of people know vitaminwater originated from New York. Perkins says that the brand was created because "New Yorkers wanted more flavor and function for their lives."

Through the campaign, vitaminwater is revisiting its roots to "celebrate the diversity, vibrancy, flavor, and attitude of New York, in a way anyone living anywhere will emotionally relate to.”

Spike Lee Directs the Hero Spot

Coca-Cola's brand has enlisted the help of award-winning director Spike Lee to capture the true spirit of New York and its parallels with the brand.

In the main ad, Lee showcases the beauty of everyday New York through the perspective of real New Yorkers. The "Inside Man" director, who grew up in the city, shared his experience working on the campaign, expressing excitement over its debut.

"Since vitaminwater is also from New York, it’s been a lot of fun exploring how the brand injects a daily dose of vibrancy into people’s lives, much like the iconic city," Lee explains. 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by @vitaminwater

Apart from the main spot, Lee has also gathered three film students to create a series of supplementary short films "that reflect New York's energy, color, and taste."

What Makes Vitaminwater 'So New York'?

The 60-second hero spot kickstarts with a history lesson on vitaminwater, born out of the New Yorkers' desire for more flavor. 

Different citizens then share what makes the drink "So New York... It works hard and plays hard. Probably a little too hard. I have to be at work in two hours," one shares. 

Others share their distinctly New York experiences with the drink, like knowing when to take a cab and when to take a walk, always having somewhere to be even when there's nowhere to be, and climbing flights of stairs and calling it a "workout."

The drink, like those that enjoy it, can also walk anywhere and find calm in the chaos.

After a montage of New Yorkers doing "New York things" around the city, the spot culminates in a product shot of vitaminwater's five different flavors.

Three other spots made by Lee's handpicked film students decorate the campaign's ad lineup, with each film showcasing their interpretation of New York's energy, taste, and color.

As vitaminwater puts its New York roots at the forefront of its latest campaign, it also looks forward to inspiring a new generation to embrace the vibrant and multifaceted lifestyle that both the brand and the city represent.

It's a unique brand marketing strategy that can help drive interest and pique curiosity from health-conscious consumers from around the world who want to have a taste of New York.