We were tasked with launching a new sports drink into a market dominated by serious athletes, while staying true to the vitaminwater brand. To do so we identified a forgotten target, the not so serious athlete or "the rest of us." The campaign centers around the truth that you don't have to go hard or go home, you can go medium or even light… but still go home, because you don't live at the gym.
Vitaminwater Active isn't for the 1% of athletes in the world, we needed someone to endorse not only the brand, but the rest of us lifestyle. Enter the sorta-fit spokesguy..