Hip-Hop Water

A trio of bikini-clad models saunter onto the dance floor, giggling and chatting, as a makeup artist liberally rubs cocoa butter into their legs and arms. “We’re all greased up like fried chicken!” quips one of the women. Once camera-ready, the girls perform seductive dance moves. It’s a Friday afternoon in late January and the women are dancing in a mock music video on the set of Vitaminwater’s first national print campaign, “Just 50,” touting Formula 50—a grape-flavored beverage created by and named for 50 Cent—and featuring the rapper.