Fan lends her voice to Vitaminwater ad for latest 'Twilight' movie

Posted on Wed May 19 2010

Here's what you'll need if you plan to camp out for nearly a week before the June 30 opening of The Twilight Saga: Eclipse: a tent, a sleeping bag, posters of Robert Pattinson, the cat you've named Jake, and a mini-fridge filled with Glaceau's Vitaminwater. And the parental guidance you are apparently lacking. (I added that last one myself.) Frequent CW advertiser Vitaminwater, which has made some in-your-face in-show appearances on Gossip Girl, just used the network to launch a new cross-promo for the upcoming Summit Entertainment flick. It's a commercial developed with the help of a fan named Devon, who lends her voice to the "How to stage a sidewalk vigil" for the third movie in the wildly popular book-based franchise. Something about hanging out on cold concrete for days will make you really thirsty for those antioxidants in Vitaminwater XXX, the ad says. Or maybe it's just the hormones talking. Nice move, Glaceau, to link with one of the hottest film properties around, and take the message directly to a venue that's a teen-girl haven. Eclipse may benefit from your media, but there's little doubt you will benefit somehow from the vamp phenom.

—Posted by T.L. Stanley

Polaroid and Vitaminwater caught up in CW's 'Gossip Girl' drama

Posted on Wed Apr 7 2010

Lady Gaga. Gossip Girl. Assassin. Polaroid. What do these things have in common? I asked myself that question during Monday night's episode of Gossip Girl on the CW. (Big fan—don't judge me.) And I've started to connect the dots, so try to keep up, OK? Lady Gaga had a much-buzzed-about cameo on the soapy series last fall. Then, a couple of months later, she became Polaroid's creative director and inventor of specialty products. On Monday's GG, Serena organized an elaborate game of Assassin for hot boyfriend Nate's birthday. Centerpiece of the game: Polaroids hanging around every player's neck. Lose your pic, lose your "life." The camera dispensing the photos got screen time, as did plenty of Upper East Siders' mug shots on Polaroid instant film. Coincidence? I think not. Maybe one of Lady Gaga's job responsibilities is to get Polaroid placed on as many hip, young TV shows as possible. She already did her part in her own new music video for the single "Telephone." (Or more likely, there's a deeper relationship between network and brand.) Bloggers and fans are chattering about the episode—"Blair and Chuck broke up? What, what, what?"—but mostly about whether rich prep schoolers in Manhattan would play a nerdy game like Assassin. (Consensus: Sure, why not?) I say it was a prime opportunity for Polaroid placement, and the CW, keen on such deals, took full advantage. Also Monday night: a cool, vintage-looking vignette of Chuck Bass, the ultimate ladies man, sponsored by Vitaminwater, a brand that's had prominent placement on the show before. CW integration folks, give yourselves a raise!

—Posted by T.L. Stanley

Vitaminwater turning bus shelters into ski lifts out in Vancouver

Posted on Tue Feb 16 2010

Vwater

Speaking of Vitaminwater, Cleveland-based ad agency Brokaw is giving the brand's Winter Olympics creative a 3-D aspect with this bus shelter in downtown Vancouver. The company transformed the shelter into a ski lift, a move that recalls a stunt that Venture Communications pulled on behalf of Ski Alberta in 2008. Other ads in the campaign highlight Olympic athletes in Vitaminwater's typically jocular style. "Don't try challenging Michael Lambert," reads one, referring to the Canadian snowboarder. "You'll lose. Even in your imagination."

—Posted by Todd Wasserman

Steve Nash is Vitaminwater's 'most ridiculous man in the world'

Posted on Tue Feb 16 2010

If Steve Nash weren't such a great basketball player, he might have been the Buster Keaton of his generation. Nash struts his deadpan stuff in this latest work for Vitaminwater, a takeoff of Dos Equis' "Most interesting man in the world" campaign, which itself was a parody of sorts. Nash, the "most ridiculous man in the world," is shown getting fitted for a Canadian tuxedo, which is made of denim. Then, as he's wheeling through a hotel corridor on a kid's tricycle, a narrator explains that Nash can speak 22 languages "at a first-grade level." It gets sillier. Nash cavorts in an '80s aerobics outfit, an Elvis costume and, of course, a clown suit. "I don't always drink water," Nash says echoing the Dos Equis man's line, "but when I do, I drink Vitaminwater XXX." (The name is another play off Dos Equis, which is Spanish for "two X's.") Perhaps a YouTube commenter summed it up best in one word: "Idiot."

—Posted by Todd Wasserman

Vitaminwater introduces a new flavor inspired by … Facebook?

Posted on Wed Jan 13 2010

Facebook-vitaminwater-1

It's kind of bitter, it puts me on edge, and I'm sure it's not good for me. But I can't stop drinking it. I'm powerless against its empty calories. I haven't even tasted it yet, but I fully expect this to be my reaction to Connect, the new Vitaminwater flavor inspired by omnipresent social-not-working site Facebook. Why should the caffeine-laced drink be any different than its namesake? TechCrunch gives us the vitals: It launches in March with Facebook logos and slanguage on its packaging; it's black-cherry lime with "eight key nutrients"; and it came about after a contest on the site to design a new flavor. (Congrats, Sarah from Illinois!) Soon, we'll all be able to physically ingest what we've been gobbling up virtually all this time. Check out the infomercial here that kicked off the sweeps.

—Posted by T.L. Stanley

Steve Nash and 50 Cent get you to make your own Vitaminwater

Posted on Tue Sep 22 2009

Add one part gruff-voiced spokesman and two parts too-soon Billy Mays parody, blend until frothy, and you've got this spoof infomercial for Vitaminwater. If you have trouble taking vitamins the old-fashioned way, "Canadian celebrity Steve Nash" and his gravely voice want you to know there's hope. This mildly amusing spot is for the drink's "flavorcreator" Facebook application, which you can use to design your own variety of Vitaminwater. To promote the app, the company goes so far as to give a cameo to Curtis "50 Cent" Jackson, who designed his own flavor a while back. Throughout his 20 seconds on camera, he delivers countless gems such as, "I mean, I'm so paid, man." The funniest part of this ad is undoubtedly the actors' facial expressions. If Vitaminwater could bottle them, it could finally make a good flavor without the help of its customers.

—Posted by Elana Glowatz

Hey look, it's a package design by Peter Arnell that doesn't suck

Posted on Wed Apr 29 2009

SoBe

Not all of Peter Arnell's designs are bad. The ad-agency head took some serious heat earlier this year for creating the new, and subsequently killed, Tropicana packaging. At the time of its launch, PepsiCo North America president Massimo d'Amore joked, at a Tropicana press conference, "Peter thinks he is Michelangelo." Yes, Michelangelo if he had plummeted from the ceiling of the Sistine Chapel while painting his masterpiece. Still, Arnell's SoBe Lifewater packaging is pretty inspired. It features the brand mascot Lee the Lizard. His tail wraps around the bottle, squeezing it. Wherever his tail lies, there are grooves that allow the bottle to fit snuggly in your hand. The new look is original, which was important for this growing enhanced-water brand. Prior to the repackaging, virtually every player used a knockoff of the Vitaminwater bottle. So much so that the Coca-Cola-owned brand sued a number of competitors and won. SoBe's bottle aims to look the least like Vitaminwater as possible as it works to forge its own identity. If Tropicana proved anything, it's that repackaging efforts can have a powerful effect—for good or bad.

—Posted by Kenneth Hein

The key ingredient in Powerade's scientific claims: a grain of salt

Posted on Mon Mar 23 2009

Powerade2

Coca-Cola's Powerade is launching a new ad campaign touting its product as a scientifically superior alternative to Gatorade. It has reformulated its drinks to have four electrolytes compared to Gatorade's two, and has thus dubbed itself an "advanced electrolyte system." Still, it feels like you need to take these claims with an extra grain of one of Powerade's four key ingredients: salt. Because frankly, Coke's track record hasn't been very good of late. Claims about its "calorie-burning soda" Enviga ended in a $650,000 settlement to 27 states. Right before Christmas, the FDA said Diet Coke Plus's nutrient claims were in violation of the law. And even during the current March Madness tourney, VitaminWater received some unwanted attention when it was revealed that some of its flavor ingredients may create a false positive for drug testing among athletes. In the meantime, Gatorade, which substantiated its claims long ago, absolutely dominates the sports-drink category. Still, while Powerade has been an also-ran for as long as it's been around, at least it's not All Sport.

—Posted by Kenneth Hein

Give Vitaminwater a break. It's not as unhealthy as Radithor.

Posted on Thu Jan 15 2009

Vitaminwater copy

After it ponied up $4.1 billion for Vitaminwater, Coca-Cola now has to deal with the Center for Science in the Public Interest, which thinks the vitamin drinks make deceptive and unsubstantiated claims.
  Coke, which is still tangling with CSPI over its failed Enviga product (which claimed you could lose weight just by drinking it), can't be happy about this new headache. Still, most calorie-conscious consumers have figured out there is a lot of sugar in those drinks. Those same health-minded folks also realize there are better sources of vitamins and minerals than soft drinks. So, CSPI's claims that Vitaminwater is "flavored snake oil" shouldn't be too much of a shock. Propel has been spotlighting Vitaminwater's sugar content for more than a year.
  It's not like Coke is serving up Radithor (a radium-laden drink that rotted socialite Eben Byers from the inside out). That helped lead to the rise of the Federal Drug Administration, which will surely act if Vitaminwater really is guilty.

—Posted by Kenneth Hein


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