PROJECT HUSTLE

Project Hustle was the brain child of a small team of Creative, Account and Digi peers. We developed and executed vitaminwater's first fully integrated shopper program, which ended up rising to the top and guiding the brand's above the line IMC. We sought out the nation's most talented creators in five different categories, and let vitaminwater (and project) fans do the rest. Creators and fans spread the word driving excitement around their projects, pushing backers to our microsite which provided project details and updates. Between targeted social engagements via Twitter Parties, Influencers and organic/sponsored brand posts, in-store merchandising units and POS signage (including Hispanic versions in key markets), we brought Project Hustle to life and re-connected the brand with their core millennial target. (In partnership with Hunter Straker)