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.

Press

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Brings in an A-List
of Athletes

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a few plays from political campaigns