Global superstar Lil Nas X is bringing his unparalleled artistry to vitaminwater’s “Nourish Every You” campaign with a suite of six videos featuring his new unreleased track “Give Me One Chance”. Each video will feature a unique vitaminwater flavor—focus, shine, energy, xxx zero, gutsy and ice—to create a fantasy world inspiring fans to nourish all of their “yous”.
“Nourish Every You” is inspired by the insight that vitaminwater fans want to take care of themselves, but are living with fluctuating physical, emotional and spiritual needs. The 360-degree campaign pairs vitaminwater flavors with specific needs in a fun, cheeky way across an array of channels and platforms.
“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.”
“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.