Vitaminwater active launched regionally in 2017 and is championed as “the sports drink for the rest of us.” This month, as the brand beco...
Vitaminwater active launched regionally in 2017 and is championed as “the sports drink for the rest of us.” This month, as the brand becomes available nationally, it is also launching a new marketing campaign focused on catering to ‘the rest of us’ in the fitness world and that stays true to vitaminwater’s familiar theme of not taking itself too seriously and encouraging consumers to have fun. The ‘sports drink for the rest of us’ campaign and its human personification, the sorta fit spokes guy, were developed in partnership with LA-based creative agency, Zambezi.
Here’s a sneak peek at what we have going on this spring:
- Bold new OOH and POS nationwide: vitaminwater active will post high impact billboards and other eye-catching out of home in major cities specifically near gyms, parks, running and hiking paths.
- Introducing “Sorta-fit guy”:His name is Tim Marten, a UCB alum in real life, and the world’s first non-celebrity, sorta-fit-guy endorser. He is showing the world that you can go hard, and then go home. In other words, working out can be a part of your life but doesn’t need to be your life. You can check him out in the first of a series of videos that will be rolled out this year.
- Experiential marketing: Gym goers in high-traffic fitness locations will get a taste of the product both visually and through on-site sampling.
–Tal Wagman, ACD/CW, Zambezi notes, “Our sorta-fit guy shows people they can exercise at a pace that works for them without taking themselves or their workouts too seriously. vitaminwater active is the sports drink for the rest of us. Or said another way, it’s for anyone who wants to comfortably dip his or her toe into the fitness pool. And of course, the pool is filled with vitaminwater active."
Sr. Manager, Integrated Marketing: Alexander Ames
Sr. Producer, Integrated Marketing: Rebecca Smith
Founder, Chief Executive Officer: Jean Freeman
Chief Creative Officer: Gavin Lester
Creative Director: Kevin Buth
Associate Creative Directors: Tal Wagman, Annie Johnston
Associate Creative Directors: DJ Bowser, Cody Witt, Ryan Montanti
Head of Content: Alex Cohn
Sr. Producer: Jordan Sider
Executive Director of Technology: Justice Erolin
Sr. Digital Producer: Sean Carnage
Managing Director: Pete Brown
Group Account Director: Gordon Gray
Account Supervisor: Michael Seide
Chief Strategy Officer: Kristina Jenkins
Strategy Director: Tamsin McDonnell
Production Company: Hungry Man
Director: Hank Perlman
Director of Photography: Adam Beckman
Executive Producer: Kevin Byrne
Line Producer: Tristan Marciano
Editorial: Fin Studios
Editor: Chris Poole, Ling Ly
Assistant Editors: Dustin Mulstay
Executive Producer: Alex Cohn
Sr. Producer: Jordan Sider
Audio: Fin Studios
Mixer: Mark Scearce
Color Correction: Fin Studios
Colorist: Ian Gibson
VFX: Fin Studios
VFX Artist: Ling Ly
Graphics: Micah Levin
Music Supervision: Wolf At the Door