Sometimes, what we need isn’t more vitamins,
it’s a little vitality.

Glaceau Vitaminwater’s twenty-something audience saw no benefit in the drink’s ten vitamins and minerals. So we created a function for it that they could actually relate to.

We listened to their social conversations, heard them feeling #flat, #average, #meh. Clearly, modern life was taking its toll.

So we dispensed an antidote.