Vwater

Vitaminwater partners with artists for ‘Brilliantworks’

Coke brand goes looking for the unconventional

Glacéau Vitaminwater is teaming up with artists for its latest campaign.

The Coca-Cola-owned brand launched “Brilliantworks” — “unconventional artist collaborations and extraordinary projects that make everyday life brilliant.”

Videos that showcase the artists’ work will be featured on YouTube.com/brilliantworks, a new “creativity video channel” for the brand.

“Through Brilliantworks, Glacéau Vitaminwater is hoping to inspire people to look at the ordinary aspects of everyday life in unconventional ways — kind of like how we took water and made it unconventional,” said Carolyn Harty, director of the waters portfolio at Coca-Cola Canada.

The campaign targets “creative millennials” and the goal is to raise overall awareness of the brand, said Harty.

The first episode on the channel is called “lovebot remix” and features a collaboration between lovebot artist Matthew del Degan and 1loveTO personality Tyrone “T-rexxx” Edwards, who created a project for Toronto’s electronic music festival, Digital Dreams. Another episode features Montreal-based art collective Garbage Beauty, which uses calligraphy to transform pieces of trash into art.

 
Over the next few months, eight more episodes (in French and English) will appear on the channel highlighting additional collaborations.

The channel also features shorter artistic videos that showcase three Vitaminwater varieties. The longer videos also have subtle product shots of Vitaminwater.

The project is being promoted with PR, social media, experiential activations and paid advertising including television, digital display, paid social and search.

The campaign was developed and supported by a number of agencies: Bell Media and Free Agency (creative), Gravity (social and digital), UM (media), Environics (PR), Bicom (PR, Quebec) and Mosaic (experiential marketing).

Brands Articles

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

Target seeks to bolster Canadian fashion profile

Fashion and business operations a major focus for the discount retailer

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications