- Vitaminwater is getting back to its New York City roots for the beverage brand’s first ad campaign in two years, per details shared with Marketing Dive.
- “Vitaminwater from New York” features commercials directed by filmmaker Spike Lee, a New York icon, and is running in the U.S. through September. An anthem spot places Vitaminwater in city fixtures like bodegas, late-night food trucks and the Brooklyn Bridge while capturing the restless spirit of Big Apple residents.
- Lee also chosen three up-and-coming film students from New York University to direct experimental and narrative-driven shorts for the campaign. The local angle, supported by streaming, audio and out-of-home ads catered to New Yorkers, marks a pivot from past Vitaminwater marketing.
Vitaminwater wants to establish a stronger connection to its New York City origins, representing a more localized marketing angle for the brand under Coca-Cola’s Glacéau subsidiary. To capture an authentic New Yorker energy, the corporate enlisted the assistance of Lee, a neighborhood fixture whose movies are continuously set across the five boroughs. Lee can also be well-known for his promoting output, including well-known commercials for Nike’s Air Jordan brand.
“Not many individuals know that vitaminwater was born in New York; created because New Yorkers wanted more flavor and performance for his or her lives. That’s what makes vitaminwater what it’s today — colourful, flavorful, anything but boring,” said Luke Perkins, senior director of creative strategy at The Coca-Cola Company, in an announcement. “We’re excited to take the brand back to its roots to have fun the variety, vibrancy, flavor and attitude of New York, in a way anyone living anywhere will emotionally relate to.”
The lead spot for “Vitaminwater from New York” takes viewers to city staples like a bodega and the Brooklyn Bridge, with colourful commentary provided by residents. One character is stressed about needing to be at work in two hours after a late night out, highlighting the “city that never sleeps” lifestyle, while one other — a slick business executive-type — speaks to the importance of knowing when to take a yellow cab versus walking. Each scenario is depicted in 15- and six-second cutdowns titled “Bodega,” “Work Hard Play Hard,” “Walk Up” and “Brooklyn Bridge.”
Lee hand-selected a trio of up-and-coming directors from NYU, where he’s an alumnus and professor, to provide supplemental content for the push. Joshua Reed directed “Energy of New York,” which tracks a young New Yorker exploring the town with a camcorder; Kaitlyn Busbee directed “Color of New York,” a hybrid of narrative and documentary filmmaking celebrating the town’s art scene; and Joecar Hanna directed “Taste of New York,” which follows an immigrant family of aspiring entrepreneurs. Vitaminwater will share their videos in long-form, 30- and 15-second versions on its social channels.
WPP’s bespoke unit for Coke, Open X, handled the trouble. Glacéau, which also does business as Energy Brands, is predicated out of Queens and moreover owns the Smartwater and Fruitwater lines of beverages.
“Vitaminwater from New York” stands in contrast to the brand’s last major ad campaign, a 2022 effort starring pop musician Lil Nas X. The celebrity led “Nourish Every You,” made with Wieden + Kennedy, centered heavily on Lil Nas X’s persona, with ads taking inspiration from his over-the-top music videos and outfit decisions.
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