VitaminWater was a brand born of pure functionality. The founder used to put vitamins in his water to avoid getting sick in the winter months and eventually decided to turn that behavior into a brand. Initially a niche "health" brand in cities like New York and LA, we saw that "health" was moving out of the shadows and into the mainstream of consumer priorities. Nowhere was this more the case than in soft drinks, so why not position VitaminWater to challenge the big soda brands as the healthy alternative? We used the very tactics we'd learned from Coke and Pepsi: celebrity, music, entertainment and attitude. We launched the campaign "Try It," in which we encouraged celebrities known for their prowess in one area to try something quite different, aiding them with the hydration and functionality of VitaminWater. "Try It" embodied the philosophy of trying new things and celebrating being different. Postlaunch, VitaminWater's growth accelerated by over 100% three years in a row, ultimately resulting in Coca-Cola buying the brand for over $4 billion.
Secret had a new tagline—All Strength, No Sweat—and needed help showing the world they owned it while making a cultural impact at the same time.
As a swimwear start-up with a bold vision of inclusive beauty, but little money, Chromat motivated us to confront the clichés of beauty with an uncompromising new set of “Pool Rules.”
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.
Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.