VitaminWater - Sex and the City : The Re-Domination

Our girls are back! The lovely ladies of Sex and the City have teamed up with VitaminWater to Rescue parched fans before the debut of their first full-length film. We mentioned earlier that the XXX label was graced with the presence of clever NYC inspired copy and now we're here to examine the latest VitaminWater partnership and SATC movie promotion.

I was purchasing my weekly 10 for $10 VitaminWater supply when I noticed the same skyline graphic on the Rescue label that appears on the XXX bottles. The only change is the lack of sparkling stars...I guess this is the daytime edition. The missing stars doesn't mean the copy doesn't shine. Check it:

is it just us, or does life never cease to amaze you? your best friend was dumped via text message, your sister wants you to wear a lime-green bridesmaid dress (with taffeta ruffles, of course), and your paparazzi friend posted all those scandalous pictures online…looks like you need to be rescued. well, this bottle is packed with vitamin c and egcg to help keep you from stumbling down the runway of life. and with our girls carrie, samantha, charlotte, and miranda making their debut on the big screen, we thought this might help with some of their “big” problems (because brunch time discussions don’t always cut it). so drink up and don’t worry about the photos…they were pictures of your “twin sister,” right?

VitaminWater has never done a label takeover partnership before Sex and the City, let alone done one twice. Is this going to be a successful continuation of the brilliant co-branding and marketing partnership? Will this diminish the value of the first promotion? Will anyone notice? Or do we just drink too much VitaminWater?