To launch the new bottle copy, we created a vitaminwater universe,
composed of "worlds" based on each bottle label.
Below are some of the highlights.
XXX / Summer Blockbuster
We did as our xxx bottle copy suggested and multiplied dogs, mazes and egypt to get this summer's
least anticipated blockbuster, Dogs Lost In A Maze That Is Also In Egypt.
Squeezed / Brandon
The squeezed bottle copy featured a number which would lead to the hold music of a guy named Brandon.
When you dial the number on the bottle, you'll be greeted by Brandon's assistant, who will then promptly put you (and leave you) on hold:
Brandon also has a LinkedIn page where he posts unsolicited business advice
We all know a Brandon.
Essential / Essentials in my Bag
Buckle up for the Essentials in My Bag video by Some Celebrity We Can’t Afford.
Focus / Kiwi-Strawberry University
The Focus bottle featured a number of nonsensical word problems that prompted you to submit your answers to firstname.lastname@example.org
If you sent literally anything to this email address, you’d recieve an auto-reply from a person name Dr. Professor
who’s taken a leave of absence from Kiwi-Strawberry University, America’s least prestigious university.
K-SU Promotional Film
With Michelle Smith
Creative Directors: Jimm Lasser, Caleb Jensen