VitaminWater.Rolling a bold consumer brand out to new countries without flattening its personality.
Global Rollout • Marketing & PR • Launch Enablement
vitaminwater going global. A brand with attitude entering countries that had never heard of it, and needing more than advertising to land.
01 · The business problem
The problem wasn't translating the brand; it was translating the energy. vitaminwater's personality is the product; flatten it for new markets and you lose the very thing that makes it work. A global rollout needs sales teams, PR, training and events to all radiate the same confidence the campaign does.
02 · What I saw
“A rollout succeeds or fails at the point of sale. The people selling it had to love it as much as the people drinking it, so training and hype mattered as much as the campaign.”
03 · The strategy
What we decided.
01
Ship the attitude.
Marketing and PR materials that kept the brand's signature edge intact in every market.
02
Equip the front line.
Training manuals and videos that turned local teams into brand believers.
03
Launch loud.
Hype events that made each country's arrival feel like a moment, not a memo.
04 · The work
Then we made it real.
The intro to the training videos we produced and I directed.
The employee rollout event, hype before handover.
Training manuals, the front line as brand believers.
Printed pieces, attitude intact on paper.
Influencer gifts, the launch arriving loud.
05 · My role
My role.
Partners: Led a creative team across marketing, PR and training deliverables.
06 · The result
What happened.
A full launch kit (marketing, PR, training manuals, videos and hype events) ready for rollout across multiple countries.
Facing something similar?
Stuck at a ceiling, ready to scale, or launching something new? Let's talk about the positioning, story and strategy to get you there.