Vitamins + Marketing = All You Need: Vitamin Water and Sex and the City

VitaminWater has exploded into the lives of thirsty trend setters nationwide, its success fueled largely by the clever label copy. Each of the 12 flavors has its own quirky story related to the concoction of vitamins and deliciousness packed into each bottle. Kelly Clarkson and Fifty have already their own exclusive flavors. Do we taste fantastic branding and cross promotions? I think we do. Since its introduction in 2004, VitaminWater has only pursued partnerships with personalities...but out of nowhere, the label of our favored XXX and its powerful antioxidants has transformed into a co-branding effort to promote the Sex and the City movie hitting theaters this May. Check it:

just like our girl carrie would wonder...are healthy relationships and healthy diets really that different? sometimes you can't help but fall for the bad boy or at least agree to sample the dessert tray, but does either ever have a healthy outcome? is it possible to have both - the excitement of the naughty with the benefits of the nice? well, we'll leave the relationship advice to carrie, samantha, charlotte and miranda, but we can help with some insight into healthy lifestyles. and with the ladies of sex and the city back looking for the next "big" thing, we thought we'd add even a little more xxx to the silver screen - as in triple antioxidants from acai, blueberries, and pomegranate. so think of them as a love triangle without all the drama.

All VitaminWater's current marketing and partnerships target image-concerned teens and young adults, so their consumer base is exactly who SATC wants to reach. And what better way to flaunt your movie's sure-to-be clever, quotable dialogue than with a sneak preview in this witty copy? So thanks, Glaceau, for intelligent partnerships and long copy that makes us smile. Some might call it selling out; we call it smart integration into all aspects of a consumer's life.