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. 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 the 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.
Motivation can be hard to find. But there’s usually nothing a little caffeine can’t help. I remember writing the word down on a pink Post-it during the briefing. The name stuck. No one could beat it. From there, our team got to work developing the romance copy for the bottle—another creative honor—and building the messaging platform that introduced the new flavor 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