Riding high from the success in the USA, create brand engagement with in the know, urban, fun seekers to drive desire and demand for a ‘little known’ brand.
We knew the brand was to be seeded in hand picked corner shops and deli’s creating a sense of discovery by early adopters. We thought lets make it relevant, adapt the brand language to establish a UK cultural tone, develop edgy communication with stopping power to embody the portfolio, shift the emphasis and deliver the personality of each variant.
As the brand gained greater traction the summer codes and conventions were leveraged in a 360 degree communication campaign, interacting with the audience, sampling and continuing to develop the relationship amongst the loyalists and earlier adopters.
vitaminwater continues to have a dominant presence at music and film festivals as well as delivering recognisable outdoor campaigns year on year.
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