Sports drink advertising has traditionally focused on elite athletes at the top of their game – an image and message that often misses the mark with most fitness-minded people. The team at vitaminwater is here to change that.

vitaminwater active – a new nutrient-enhanced performance drink with sports drink-level hydration and electrolytes from natural sources – launched regionally in late 2017 and is rolling out nationwide. And now a new creative campaign is supporting the “sports drink for the rest of us” in key markets like Los Angeles, New York City, Atlanta, Phoenix, Washington, D.C. and Denver.

vitaminwater active

Outdoor and retail creative near gyms, parks and running/hiking paths will remind fans of the fun side of fitness. A national experiential tour will hit the road this summer with vitaminwater active sampling and win branded swag.  

The face of the campaign, “Sorta-fit Guy” stars in a series of social media films rolling out over the next few days on Instagram. In the spots, the world’s first non-celebrity, sorta-fit endorser encourages viewers to “go hard and then go home.” In other words, working out can be a part of your life but shouldn’t be your life.

“’Sorta-fit Guy’ shows people they can exercise at a pace that works for them without taking themselves or their workouts too seriously,” said Alex Ames, senior manager, integrated marketing communications, vitaminwater. “Or said another way, it’s for anyone who wants to comfortably dip his or her toe into the fitness pool. And of course, the pool is filled with vitaminwater active.”

Ami Mathur, group brand director, vitaminwater, said initial response to the new brand has been positive.

“vitaminwater has always been a brand that doesn’t take itself too seriously, so we are going to have a lot of fun getting vitaminwater active out there to our fans who have been asking for it,” she said. “It’s exciting to see it roll out nationally and to see the creative campaign bring to life what this performance drink is really all about – being active and having some fun along the way.”