The Vitaminwater Universe
To launch Vitaminwater's new bottles, we created the Vitaminwater Universe, composed of "worlds" based on the labels we wrote. What follows is considered canon in the VWCU (Vitaminwater Content Universe).
XXX / Summer Blockbuster
We followed the label’s instructions and created the smash-hit summer blockbuster: Dogs Lost In A Maze That Is Also In Egypt.
Teaser Trailer
Squeezed / Brandon's World
Brandon is a "self-made entrepreneur" who minored in business, has a lot of career advice and little career experience, and refuses to cut his hair. His world began as a phone number on a Squeezed bottle.
When you dial the number on the bottle, you’re greeted by Brandon's assistant, who then promptly puts you (and leaves you) on hold:
When he’s not extremely busy, Brandon is sharing business advice with his dozens of followers on LinkedIn.
Focus / Kiwi-Strawberry University
The Focus bottle featured nonsensical word problems and prompted you to submit your answers to focusanswers@vitaminwater.com.
If you sent anything to the email address on the bottle, you received this auto-reply from “Dr. Professor,” who’s taken a leave of absence from Kiwi-Strawberry University, home of America’s brightest minds.
"We Are K-SU" Promo
K-SU Website
Essential / The Essentials In My Bag
No campaign is complete without a horny influencer.
With Amy Wheeler
Creative Directors: Caleb Jensen, Jimm Lasser