For the national launch of vitaminwater active, which was released regionally last year, the Coca-Cola brand wanted to let audiences know the sports drink is not just for fitness fanatics. The brand turned to Los Angeles independent agency Zambezi for a personification of its positioning as “a sports drink for the rest of us.”

WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in