Challenge

Vitaminwater was launching a new line of flavors on Amazon and needed a way to break through with Gen Z — a generation fluent in personalization, music, and digital discovery. The ask: create a launch that felt more like culture than commerce, bringing the brand’s “Nourish Every You” platform to life in a way only Amazon could.

Insight

Gen Z doesn’t just buy based on function — they buy based on vibe. Their playlists, outfits, and energy drinks all serve as expressions of identity. Each flavor offered a unique personality, but the real opportunity was to let people find the version of themselves that matched each one.

Idea

We turned every new Vitaminwater flavor into a portal of self-expression. In collaboration with Amazon Music and powered by first-of-its-kind AWS technology, fans could scan any bottle in the Amazon app to unlock:

- A curated playlist inspired by that flavor’s personality or mood.

- Exclusive discounts and rewards tied to in-app engagement.

What started as a flavor launch became an interactive fusion of tech, taste, and music — each sip revealing a new side of “you.”

Impact

The campaign drove strong engagement and conversion across Amazon’s ecosystem, and illustrated to The Coca-Cola Company a more innovative side to creative commerce. It also marked one of the first cross-team collaborations between Amazon Ads and Amazon Music, setting a new creative benchmark for future brand partnerships.