vitaminwater motivate
I named a flavor. True story.
PRODUCT BRANDING AND LAUNCH
The original ask was fairly routine: help launch a new set of vitaminwater variants – or flavors – for the brand. Along the way, we were invited to sample flavor profiles and help narrow down what would actually make it to market. During one of the tastings, the team walked us through the ingredients and intended benefit of each variant. One stood out immediately.
This variant included yerba mate, a natural source of caffeine. Caffeine wakes you up. Gets you moving. Gives you that little push to go. I had it: Motivate.
I remember writing the word down on a pink Post-it during the briefing. Motivation can be hard to find. But there’s usually nothing a little caffeine can’t help. Even after a couple weeks of exploration, we couldn’t beat it. The name stuck. From there, our team got to work developing the romance copy for the bottle, building the messaging platform, and creating the toolkit for how the flavor could come to life through advertising, OOH, and digital.
About.
Role: Creative Director
Contribution: Creative direction, art direction, and design
Agency: Ogilvy
Scope.
• Branding
• Advertising
• Out-of-home (OOH)
• Digital Assets