Vitaminwater was launched in France in order to get the brand known in a smart and impactful way. This beverage brand arrived on the French market with a trendy and off-beat brand territory. Vitaminwater is dedicated to hip young people who expect a completely different message from brands in this very saturated market. This young target is aware of marketing tricks. Thus, telling them that the brand’s personality is very special and different is not enough: you need to prove it. Connecting with our target in a trendy, off-beat and funny way was the best approach to catch our target’s attention. The point was also to set the brand personality through a fun and differentiating experience.

Only a few days after the launch, the « only better » trend has been re-interpretated by the French consumers who have used this sentence in their very own way on Facebook and Twitter. This created a first privileged and engaging relation with the brand.