Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights estimated by Podchaser.
Media Edge: Vitaminwater launches Fortnite gaming experience to reach Gen-Z
Media Sales Lead: Vitaminwater has turned to the popular Fortnite game to raise awareness for its zero-sugar drinks. The brand partnered with agencies OpenX and VMLY&R, and a gaming company called PWR, to create the "zero holding back showdown." It includes 50 rounds of gameplay and 10 themes named for Vitaminwater's flavors. The brand is also hosting a competition with actor/streamer Khleo Thomas and musician Princess Nokia.
Key Lead Takeaways: Vitaminwater's Fortnite experience coincides with the brand significantly increasing digital spend. It seems to be moving ad dollars from its TV budget in order to increase digital spend, which makes sense considering its younger target audience. Get in touch with Vitaminwater's DMs for more information about what types of ad space you may be able to provide. Be sure to mention how you can help this brand appeal to Gen-Z.
Target Demographic: Gen-Zers
Key Spend Notes:
- Media planning period: Q4
- Media buying period: Q1
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Vitaminwater under Energy & Sports Drinks**
- 2023 YTD Spend: $1.6m
- 2022 STP Spend: $2.7m
- 2022 FY Spend: $3.2m
- 2021 FY Spend: $3.1m
Ad Flight Breakdown (by spend): Vitaminwater has aired five spots in 2023: "No Holding Back," "Zero Missing Out," "All Self Care," "All Play," and "Nourish Every You."
Top Daypart (by impressions): Day Time (73m), Weekend Day (60m), Early Fringe (56m), Weekend Afternoon (55m), and Early Morning (35m).
Top Networks (by spend): TNT, TBS, BET, Food Network, and Adult Swim.
Top Shows (by spend): NCIS: New Orleans, Charmed, Friends, Supernatural, and Young Sheldon.
Top Industry/Vertical Spenders (by spend): Gatorade (35%), Red Bull (22%), 5-Hour Energy (11%), Powerade (8%), and Bodyarmor (4%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Vitaminwater under Flavored & Sparkling Waters**
2023 YTD Spend: $7.2m
2022 STP Spend: $4.8m
2022 FY Spend: $7.8n
2021 FY Spend: $13.7m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $1.4m
- Q2 2022 Spend: $1.4m
- Q3 2022 Spend: $2.3m
- Q4 2022 Spend: $2.7m
Impressions: 975m
Top Ad Types (by spend): Instagram (64%), YouTube (18%), Facebook (13%), desktop display (1%), desktop video (1%), Twitter (1%), and mobile display (1%).
Top Purchase Channels: Direct (99%) and Google AdX+AdSense (1%).
Top Publishers: instagram.com, youtube.com, facebook.com, twitter.com, and twitch.tv.
Top Industry/Vertical Spenders: Pedialyte (38%), Vitaminwater (15%), Splash (10%), Bai (9%), and San Pellegrino (6%).
Top Creative (by spend; see below): Pathmatics reports that 147 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown
- Vivvix: Vitaminwater also invests in OOH and local broadcast.
- Top podcasts sponsored: Stuff You Missed in History Class, The Bobby Bones Show, The Daily Show With Trevor Noah: Ears Edition, Scrubbing In with Becca Tilley & Tanya Rad, and Wake Up to Money.
Current Agency Roster:
- Wieden + Kennedy: creative AOR
- Universal McCann: media buying & planning
- Zambezi: creative
