The Coca-Cola-owned brand highlights its New York City roots in commercials featuring iconic city locations such as bodegas and the Brooklyn Bridge.
- Vitaminwater is reconnecting with its New York City origins for its first ad campaign in two years, according to information shared with Marketing Dive.
- Titled “Vitaminwater from New York,” the campaign includes commercials directed by New York icon and filmmaker Spike Lee, running in the U.S. through September. A key spot showcases Vitaminwater in quintessential city settings like bodegas, late-night food trucks, and the Brooklyn Bridge, capturing the vibrant energy of New Yorkers.
- Additionally, Lee chose three emerging film students from New York University to direct experimental and narrative-driven shorts for the campaign. This local focus, supported by streaming, audio, and out-of-home ads tailored to New Yorkers, represents a shift from previous Vitaminwater marketing strategies.
Vitaminwater aims to deepen its connection to its New York City roots, adopting a more localized marketing approach under Coca-Cola’s Glacéau subsidiary. To capture the authentic energy of New Yorkers, the company has partnered with Spike Lee, a local icon known for setting his films in the city’s five boroughs and for his notable advertising work, including commercials for Nike’s Air Jordan brand.
“Not many people know that Vitaminwater was born in New York; it was created because New Yorkers wanted more flavor and function in their lives. That’s what makes Vitaminwater what it is today — colorful, flavorful, and anything but boring,” said Luke Perkins, senior director of creative strategy at The Coca-Cola Company, in a statement. “We’re excited to bring the brand back to its roots to celebrate the diversity, vibrancy, flavor, and attitude of New York in a way that resonates emotionally with people everywhere.”
The lead spot for “Vitaminwater from New York” transports viewers to iconic city locations like a bodega and the Brooklyn Bridge, featuring vibrant commentary from residents. One character, stressed about needing to be at work in two hours after a late night out, captures the “city that never sleeps” lifestyle. Another character, a slick business executive, emphasizes the importance of knowing when to take a yellow cab versus walking. Each scenario is showcased in 15- and six-second cutdowns titled “Bodega,” “Work Hard Play Hard,” “Walk Up,” and “Brooklyn Bridge.”
Spike Lee, an alumnus and professor at NYU, handpicked three emerging directors from the university to create additional content for the campaign. Joshua Reed directed “Energy of New York,” which follows a young New Yorker exploring the city with a camcorder. Kaitlyn Busbee directed “Color of New York,” a blend of narrative and documentary filmmaking celebrating the city’s art scene. Joecar Hanna directed “Taste of New York,” which chronicles an immigrant family of aspiring entrepreneurs. Vitaminwater will share their videos in long-form, 30-, and 15-second versions on its social channels.
WPP’s specialized unit for Coke, Open X, managed the campaign. Glacéau, also known as Energy Brands, is headquartered in Queens and owns the Smartwater and Fruitwater beverage lines.
“Vitaminwater from New York” marks a departure from the brand’s previous major ad campaign in 2022, which featured pop musician Lil Nas X. The celebrity-fronted “Nourish Every You,” created with Wieden + Kennedy, focused heavily on Lil Nas X’s persona, drawing inspiration from his extravagant music videos and fashion choices.
