There is vitamin water for everything these days. One for focus, one for chill, and so on. What better way to show all of these waters off than have Lil Nas X, who can switch from music genre and moods like a butterfly with ADHD, to show off each water in a fun way?
Not only that, but the ads also give us a sneak peek of some of his new music.
“Lil Nas X’s authentic personality and the many ‘yous’ he shares with the world make him the perfect partner,” said Jeff Fitch, group director, Active Hydration, Coca-Cola North America Operating Unit. “These vitaminwater flavor-inspired videos drip with his signature style and sound, and we hope our collaboration will inspire people to embrace their most authentic selves and nourish all their ‘yous’.”
The multi-award-winning rapper/singer/songwriter and his creative team collaborated with vitaminwater to craft a collection of stories that bring the essence of “Nourish Every You” to life.
“After having put together countless partnerships for Lil Nas X, we were thrilled to create one of the most on-brand collaborations to date with vitaminwater,” said Jennifer Frommer, SVP, Brand Partnerships & Commercial Sync, Columbia Records. “It was an incredible experience to watch Nas and his creative team lean into the messaging of the vitaminwater campaign all about self-expression, which is what LNX is all about. We also love the idea that these commercials will feature and debut a new track. It’s great when our partners can help us get our music heard in a myriad of ways.”
See the ads here.
“Nourish Every You” kicked off Memorial Day weekend with a vitaminwater x Mercury in Retrograde activation in Brooklyn, N.Y. The cloud-shaped, cotton candy-colored shelter provided extra nourishment, both physically and mentally, during a time of instability and unpredictability with six interactive experiences paired with correlating vitaminwater flavors.
Mercury in Retrograde, which runs through June 3, is a time when people may experience more chaos than normal. The cloud-shaped, cotton candy-colored shelter provided extra nourishment, both physically and mentally, during this time of instability and unpredictability with six interactive experiences paired with correlating vitaminwater flavors: