VitaminWater + Sex and the City: Final Installment

We brought you several VitaminWater/SATC promo posts over the past few months, and now we've finally seen the movie and experienced the theater madness (although our pre-movie cosmos made the chaos a bit easier to handle!) during opening weekend. To our delight, the theater was filled with VitaminWater gear and the partnership ended with a bang, well several.



The promo and partnership remained consistent and equal value was definitely exchanged. The SATC ladies and VW flavors made their final appearance together on posters, popcorn bags, and soda cups. The "a little help from your friends" tag line was promoted and couldn't have been a better fit as girls, and some guys, grabbed their friends and their heels and hit the theaters together. I'm going to miss this partnership just as I'll miss Carrie's single adventures.

VitaminWater didn't just stop with SATC though. At another movie outing this past weekend (apparently that's the thing to do this summer and brands are on to it) VitaminWater was spotted everywhere. Libby and I even tried to buy the "try it" button of the innocent 16 year old ticket taker. They've done a great job of dominating the space but not offending people. VitaminWater is still up against some tough beverage competition, but their marketing just might be strong enough to be the bevery of choice for many brand conscious consumers, and those that follow.

VitaminWater + Sex and the City: The <3 Continues

Over here at Yaybia, we SEO with the best of them. Googling phrases we've blogged about to see where we show up in the rankings is pretty much a daily occurrence. So imagine my surprise when I typed in "vitamin water sex and the city" this afternoon and saw not just Yaybia (#6, woohoo!) but a new sponsored microsite from VitaminWater's domain.

I was initially ecstatic as the classic blank and magenta loaded and I was greeted with the four familiar faces I've been missing since 2004. But once I started clicking around, disappointment set in. The all-Flash site offers a chance to enter to win tickets to the Sex and the City movie premiere in New York. A "friends with benefits" section is currently listed as Coming Soon. Other links took me to wallpaper and movie photo galleries, the trailer, the VitaminWater MySpace page, and the official SATC movie site. Yawn! Where's the exclusive content? Where's the "forward to a friend" advergame? What's the sense in going live with this site if the presumably most important section, "friends with benefits," isn't even up yet?

Maybe VitaminWater realized that anyone who Googled that particular search string was getting directed to the comments of just a few smart bloggers and thought they'd better start directing that traffic to themselves. We'll stay tuned.

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?

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.