VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.

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BeverageXavier LiIntegrated

On a semiannual basis, we curate content from leading thinkers at WPP—ideas that provide snapshots of the challenges and opportunities we face in the constantly evolving world of marketing communications.

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Taking Impractical Jokers to the next level, making people go crazy for mashed potatoes served out of a potato-shaped truck.

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MediaXavier LiBCXP