The Vitamin Water SHINEBRIGHT Campaign Encourages Individuality
Michael Hemsworth — June 20, 2013 — Marketing
References: vitaminwatershinebright & stylebubble
Collaborating with a number of iconic figures of niche culture, the Vitamin Water SHINEBRIGHT campaign sees the outspoken individuals personifying a specific flavor of the refreshing beverage. Decked out in colors that are spot on with the respective flavor, the advertisements of the Vitamin Water SHINEBRIGHT campaign look to celebrate individuality and some seriously inspirational people.
The Vitamin Water SHINEBRIGHT campaign is paired with the #SHINEBRIGHT hashtag to help everyone get involved with the conversation and express their own view or conceptualization of being themselves. The campaign is being paired with a series of video interviews that are behind-the-scenes with the models and help to identify the ways they're contributing positively to the creative industry.
Being released individually and collectively, the Vitamin Water SHINEBRIGHT campaign advertisements can be found in urban hubs on a global scale.
The Vitamin Water SHINEBRIGHT campaign is paired with the #SHINEBRIGHT hashtag to help everyone get involved with the conversation and express their own view or conceptualization of being themselves. The campaign is being paired with a series of video interviews that are behind-the-scenes with the models and help to identify the ways they're contributing positively to the creative industry.
Being released individually and collectively, the Vitamin Water SHINEBRIGHT campaign advertisements can be found in urban hubs on a global scale.
Trend Themes
1. Celebrity Endorsements - The Vitamin Water SHINEBRIGHT campaign collaborates with iconic figures of niche culture to personify their flavors, presenting an opportunity for other brands to leverage celebrity endorsements in their advertising.
2. Individuality and Self-expression - The #SHINEBRIGHT hashtag encourages consumers to express their own views and conceptualizations of being themselves, opening doors for brands to promote self-expression in their campaigns.
3. Inclusive Marketing - The Vitamin Water SHINEBRIGHT campaign celebrates diversity and individuality, indicating the potential for brands to embrace inclusive marketing strategies to resonate with a broader customer base.
Industry Implications
1. Beverage Manufacturing - Beverage companies can explore disruptive innovation opportunities by partnering with influencers or celebrities to create unique and personified branding experiences similar to the Vitamin Water SHINEBRIGHT campaign.
2. Advertising and Marketing - The success of the Vitamin Water SHINEBRIGHT campaign highlights the potential for advertising and marketing agencies to incorporate individuality and self-expression in their campaigns to attract consumers.
3. Social Media Platforms - Social media platforms can seize disruptive innovation opportunities by facilitating campaigns with hashtags like #SHINEBRIGHT, enabling users to share their unique perspectives and engage in conversations about individuality and self-expression.
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