- The Coca Cola Company’s vitaminwater has kicked off a new campaign celebrating its New York roots. “vitaminwater from New York” connects the brand’s rainbow of flavors to the diverse population of the city.
- The brand tapped filmmaker Spike Lee to create a spot that showcases how vitaminwater is part of the energy of the city from corner bodegas and food trucks to iconic landmarks like the Brooklyn Bridge.
- As part of the campaign, Lee chose three emerging film students from New York University to direct experimental and narrative-driven shorts.
vitaminwater is using this effort to establish itself as a New York brand, which not everyone understands. By tapping iconic New York filmmaker Spike Lee, they have an opportunity to show off their connection to the city through culture.
“Not many people know that vitaminwater was born in New York; created because New Yorkers wanted more flavor and function for their lives. That’s what makes vitaminwater what it is today — colorful, flavorful, anything but boring,” said Luke Perkins, senior director of creative strategy at The Coca-Cola Company, in a statement. “We’re excited to take the brand back to its roots to celebrate the diversity, vibrancy, flavor and attitude of New York, in a way anyone living anywhere will emotionally relate to.”
The students who directed the short films were handpicked by Lee himself, including: Joshua Reed, Kaitlyn Busbee and Joecar Hanna. Tapping these young filmmakers can help the brand reach younger audiences.
The campaign will run across paid and social through September in the U.S. and October in Canada. Additionally, the effort includes local digital video, social media, streaming, audio and out-of-home advertisements.
