vitaminwater active
Sorta-Fit Sportsguy
Coca-Cola asked us to help them launch vitaminwater active. It was a new sports drink targeted at the 99% of the country that aren’t pro athletes.
Here’s the thing, the sports drink category is a deep Gatorade-blue sea of sameness awash in imagery of people taking exercise way, way too seriously. This thought led to our insight: vitaminwater active is The Sports Drink For the Rest of Us.
To spread the word, we created the Sorta-Fit Spokesguy — the patron saint of working out, without overdoing it. The campaign immediately resonated. Across Instagram and Facebook, the series collected over 36 million unique viewers and a combined 280 million impressions. On a challenger budget, the campaign led to a 31% sales increase, stealing 61% of that from Gatorade Organic.
