Vitaminwater's 'Sorta-Fit Spokesguy' Is Representing Those of Us Who Begrudgingly Work Out

Targeting those who exercise out of necessity—and convenience

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.”

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