vitaminwater: new year, new you 2020

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Shoppers usually shop by habit - on autopilot. So we need to disrupt their routines in order to drive trial. Vitaminwater has led iterations of the “new year, new you” program for a number of years, but it isn’t breaking through and driving recruitment/penetration. The program needs a reignition.

Objective:
Get young Canadians (18-34yo) to pic up and try vitaminwater instead of their routine functional beverage by establishing the vitaminwater lineup as the partner in crime for how you want to kick off your year!

Deliverables/Mandatories:

• The program & messaging will be led by vitaminwater. Smartwater and Powerade will be co-merchandized as part of the program. 

• Creating a strong association of vitaminwater with “improved fitness and nutrition”.

• The program will need to stay true to the brand tone of voice.

• Hero the “zero sugar” portfolio of vitaminwater (led by xoxox).

• Create unique and disruptive tools for point-of-sale that could help our brands stand out; in addition to our standard case stackers and cooler clings.

• Creative should leverage the VIS-ID.