vitaminwater, like its audience, defies convention. They consistently challenge what is, to create what could be. After all, they took boring water and made it brilliant – by adding flavor, color and an irreverent attitude.
So with CP+B, we created a campaign – an "always-on" system – meant to inspire people in moments of boredom. Not only to entertain, but to entice participation as well. Proving vitaminwater is the catalyst to make boring brilliant.
#makeboringbrilliant
We intervened in moments of boredom, replying to thousands of tweets with hundreds of unique pieces of content. Putting our spin on situations that typically prove to be pretty blah.
Just like vitaminwater did way back when by making boring ol' water anything but.