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.

Capitalizing on Hennessy’s tension between its European aristocratic heritage and its urban US energy with a new category and aspirational identity: the drink of “the urbane.”

Light beer marketing had become so marked by its boorish and heavy-handed humor, it was the perfect time for a disruption with the entry of a “luxury light” personality.

When luxury becomes generic, trust the artists and the provocateurs to reimagine its meaning.