vitaminwater
Scan for Sonic Nourishment
What if opening a bottle of vitaminwater did more than just quench your thirst? With the "Scan for Sonic Nourishment" campaign, we transformed vitaminwater zero sugar bottles into gateways to a new kind of refreshment. Using Amazon’s innovative scanning technology, customers could scan their bottles with the Amazon app to unlock curated playlists on Amazon Music. Each playlist, inspired by hero flavors XXX, With Love, and Forever You, turned every sip into a sonic experience.
Unlocking the Experience
Leveraging AWS’s image and text recognition technology, we introduced a seamless way to access exclusive content. By simply scanning a vitaminwater zero sugar bottle, customers unlocked music playlists perfectly matched to the new flavors, transforming each bottle into a key to a curated sonic journey.
Amazon Music
We partnered with Amazon Music to curate playlists that embodied the unique personalities of each vitaminwater flavor. Forever You is youthful and energetic, With Love is calm and warm, and XXX is all about being sensual and sexxxy.
Demo
Results
Brand Impact: +6.1pp lift in brand awareness, 3.6x higher than the Kantar normative benchmark.
Engagement: 286.1MM total impressions, reaching 43.6MM unique customers.
Purchase Behavior: Customers exposed to brand media and commerce campaigns had a 10.7% higher purchase rate than those exposed to search and commerce alone.
Benchmark Performance: The campaign outperformed Kantar's beverage benchmarks across all tested metrics, with brand favorability lift exceeding benchmarks by 5.7x and unaided brand awareness by 6x.
Media Performance: Audio drivers achieved a new-to-brand purchase rate 1.7x higher than benchmark, while DSP drove a CTR 1.6x higher and a DPVR 1.57x higher than benchmark.
Team
Art Director: Eddie Camacho
Creative Director: Sarah Betts
Senior Copywriter: Victoria Spagnuolo
Art Director: Jason Murray
Design Director: Joseph Dasaro
Interactive Designer: Cyndi Walker
Design Technologist: Joohyun Park