cobbywriter
vw_2021_social-21.png

vitaminwater

What does vitaminwater have to do with “micro-sponsorships,” skateboarding, or even your ex? You’d have to ask the social media community manager, although they’ll probably just respond with a meme about opossums and why their boss should give them a raise. When my team and I took over the brand’s social accounts, we created a persona that “acted” like they had no idea what they were doing, serving young fans with the ridiculously irreverent content they never knew they needed from the #1 nutrient-enhanced beverage.

WET_FAM

Ever wonder why you aren’t sponsored by a major brand? Who cares if you’re not a celebrity or tastemaker, shouldn’t your mediocre existence also be recognized? Welcome to wet_fam, the micro-sponsorship program where if you want to be sponsored by vitaminwater, all you’ve got to do is ask. We sent our newly anointed “wetlings” tons of digital and physical swag to be our brand ambassadors both online and IRL, regardless of their following or popularity. During the pandemic, we sent them cash money via PayPal to do with as they wanted or needed. Then, to help recruit stans from other brands to join wet_fam and grow our army, we hired our very own sponsorship attorney. His name is Chet Wetman (please respect the “Esquire”), and these are his promotional videos.

TOKYO OLYMPIC GAMES

When skateboarding became an official Olympic sport in 2020, vitaminwater worked with Heimana Reynolds to promote their sponsorship of the Games. While Heimana is an amazing skateboarder, what’s even more amazing is his luxurious hair. So, we made him the face of vitaminwater shine, a flavor that contains biotin to promote hair health.

ICED OUT

When vitaminwater ice first came out, the flavor was promoted as being “colder than your ex’s heart.” We then took that claim to heart and created a UGC campaign on social offering to “ice out” your ex in old photos of the two of you together. After all, a flattering photo of yourself shouldn’t have to be forever marred by some ungrateful soul from your past. We upgraded hundreds of photos submitted by our fans and people on Twitter, but here are a few favorites.