CITY FLAVORS
VITAMINWATER
VitaminWater sought to establish itself as a cultural cornerstone in NYC by celebrating the city’s vibrant energy and diverse boroughs.
CHALLENGE
vitaminwater needed to create meaningful connections with NYC’s diverse audiences while building its brand presence as a champion of city culture.
INSIGHT
Each NYC borough has its own vibe—its own flavor. By tapping into these unique identities through music, art, and local businesses, vitaminwater could authentically connect with New Yorkers and become part of the city’s cultural rhythm.
SOLUTION
We launched City Flavors, a citywide scavenger hunt that led to a festival blending music, food, and art. New Yorkers explored borough-specific locations to find custom vitaminwater bottles and win exclusive tickets. The festival, headlined by Joey Bada$$, featured local vendors and borough-inspired experiences, making vitaminwater part of the city’s heartbeat.
IMPACT
The campaign drove an 40% increase in incremental dollars, allowing for expanded investments in vitaminwater’s cultural initiatives. It also delivered:
80% of custom bottles claimed, uniting the boroughs through exploration and connection
550+ event attendees and 92 cases of VitaminWater sampled
5M+ impressions across digital, social, and press
This activation positioned vitaminwater as a vital part of NYC’s vibrant community while boosting its brand relevance and cultural credibility
