Vitaminwater, the Coca-Cola-owned beverage brand known for its vibrant flavors and aspirational messaging, is significantly expanding its branded content initiative, Neighborhue, for its second season. This installment delves deeper into the transformative power of public art, specifically spotlighting the rich contributions of Hispanic artists and their profound impact on communities. The expanded platform, developed in collaboration with My Code, a leading multicultural media and marketing agency, broadens its geographical reach beyond its initial New York City focus to include Orlando, Florida, aiming to connect with a growing and influential Hispanic consumer base.
Season two, aptly subtitled "Still in Color," moves beyond the restoration theme of its predecessor to explore the enduring legacy and continuity that public art provides, serving as a vital pillar of heritage and belonging. The campaign will feature a diverse array of content, including outdoor art installations, intimate documentaries, behind-the-scenes footage, in-depth editorial pieces, and engaging social-first content tailored for platforms like Instagram Reels, TikTok, and YouTube Shorts. This multi-platform approach underscores Vitaminwater’s commitment to reaching its target audience through the channels they actively engage with.
The strategic partnership with My Code is central to the Neighborhue initiative’s success. My Code, which owns a robust portfolio of multicultural media properties such as Remezcla Media Group, HipLatina, La Opinión, and El Diario, will leverage its extensive network to distribute Vitaminwater’s narrative. This ensures that the stories of the artists and their communities resonate authentically with a significant segment of the Hispanic population across the United States.
"We have a plethora of exclusive properties that we own outright. It’s going to go across our entire media ecosystem," stated Amani Duncan, CEO of My Code. "We didn’t just expand the city: We’ve expanded the outreach and all the platforms that we’re going to utilize to get this story out wide." This comprehensive distribution strategy is designed to maximize reach and engagement, ensuring that the Neighborhue narrative transcends traditional advertising channels.
A Legacy of Connection: From Restoration to Continuation
The inaugural season of Neighborhue, launched in August of the previous year, effectively captured the essence of public art’s role in revitalizing and beautifying Latine neighborhoods in New York City’s outer boroughs. It showcased a trio of murals and the talented artists behind them, fostering a connection between the brand and the communities it served.
Season two builds upon this foundation, shifting its thematic focus to the enduring power of art. The "Still in Color" narrative will highlight the work of two prominent artists: Puerto Rican artist Don Rimx, whose real name is David Sepulveda, and Cuban artist Carlos Mateu. Their contributions will be explored through distinct geographical lenses. Don Rimx’s vibrant mural work in Orlando, Florida, will be unveiled on Thursday, offering insights into his artistic process and the cultural tapestry of the Sunshine State. Subsequently, on July 20th, the campaign will turn its attention to Carlos Mateu’s impactful endeavors in Brooklyn, New York, where he is based.
Hillary Horton, Vitaminwater’s Brand Director, articulated the brand’s vision for the series: "We believe creativity is a powerful force for connection and self-expression, and the response to the first season of Neighborhue reinforced just how deeply people connect with stories rooted in community and culture." This sentiment underscores Vitaminwater’s strategic aim to align its brand with values that resonate deeply with consumers, particularly those who seek authentic representation and cultural affirmation in their brand interactions.
Driving Audience Connection Through Cultural Resonance
The Neighborhue initiative is a deliberate strategy by Vitaminwater to engage with the rapidly growing Hispanic consumer market in the U.S. This demographic represents a significant economic force, with an estimated $2.7 trillion in spending power, accounting for approximately 15% of total consumer spending in the country, according to recent data from NIQ. My Code’s extensive reach, encompassing over 20 million unique Hispanic consumers through its portfolio, positions them as an ideal partner for Vitaminwater’s targeted marketing efforts.
My Code’s sophisticated targeting capabilities are further enhanced by an audience graph powered by first-party data and a strategic partnership with Experian. This data-driven approach allows for precise segmentation and delivery of marketing messages, ensuring that Vitaminwater’s content reaches the most relevant consumers.
"Our intelligence center is what powers all of our campaigns, it powers all of our strategy," explained Duncan. "It is table stakes for us because we’re sitting on this treasure trove of data and insights that we’ve been mining." This commitment to data analytics and audience understanding is crucial in navigating the complexities of multicultural marketing and ensuring campaign efficacy.
The agency’s core philosophy recognizes that multicultural audiences, which they term "growth audiences," are no longer a niche segment but a substantial and integral part of the consumer landscape. This perspective often contrasts with traditional brand marketing approaches that may overlook the significant influence and purchasing power of these demographics. My Code has a proven track record of successfully collaborating with other Coca-Cola brands, including Fanta and Sprite, demonstrating their expertise in connecting with diverse consumer groups.
"People want to support the brands that see them. We’re talking about marginalized groups, we’re talking about people that don’t always get seen on a large scale," Duncan emphasized. "When you do this in the right way, and you do it consistently, you’re going to see a positive impact to your bottom line." This statement highlights the ethical and business imperatives of inclusive marketing, suggesting that genuine representation can lead to both brand loyalty and financial success.
Vitaminwater’s Evolving Marketing Landscape
Vitaminwater’s increased marketing activity in 2024 signifies a renewed focus on engaging consumers through culturally relevant campaigns. Earlier this year, the brand launched "Vitaminwater from New York," its first advertising campaign in two years. This initiative, directed by acclaimed filmmaker Spike Lee, captured iconic New York City scenes, such as bustling bodegas, late-night food trucks, and the majestic Brooklyn Bridge, effectively weaving the brand into the fabric of the city’s daily life. The creative for "Vitaminwater from New York" was developed by Open X, a specialized agency unit within WPP dedicated to the Coca-Cola business.
The Neighborhue series represents a strategic evolution in Vitaminwater’s marketing approach, moving beyond broad-stroke advertising to cultivate deeper connections through shared cultural experiences and artistic expression. By empowering artists and celebrating the communities they enrich, Vitaminwater is not only promoting its brand but also contributing to the cultural landscape and fostering a sense of belonging among its target audience. The expansion of Neighborhue into new markets and its robust digital distribution strategy signal a long-term commitment to engaging with diverse consumer groups in meaningful and impactful ways. The series serves as a powerful testament to how brands can leverage storytelling and authentic cultural representation to build lasting relationships with consumers and drive positive social impact.
