With declining sales, how can we reinvigorate vitaminwater in the category they pioneered and return the brand to it’s rightful place in culture? With it’s roots in NYC, and driven by an innate determination for success, vitaminwater came into the market and invented the category of enhanced water. The brand was innovative, cool, a part of pop culture. Over time the brand lost it’s way creating the need to drive recruitment and opening up an opportunity to reframe the brand to cultural creators and young strivers.