On Humor, Vitamin Water, and Steve Nash’s awesomeness

September 21, 2009

Vitamin Water is not Gatorade. It’s not even Powerade. In the “refreshment that passes as sports drink” category, it tends to lean more toward those weird Ginkgo Bilbao-infused concoctions and tea-flavored Snapple.

That being said, Vitamin Water understands its place on the market. It’s natural. It’s got vitamins. And while it will never overtake the heavy hitters, it’s vying to be the most creative and most beloved.

50 Cent is a part-owner. And Steve Nash is the lead spokesperson. And this is their newest viral sensation: a “flavor creator” through Facebook.


What we learn: Steve Nash is hilarious. Retro-cheesy is in. And having a sense of humor about your brand is important.

This is not to say every company should start hiring clowns and wiener dogs to perform abridged Shakespeare for every television spot, or that an insurance agency should eschew years of brand management and stability only to hire Carrot Top as a spokesperson. But when the opportunity arises, it’s important to understand the value of taking your company a little lightly.

Don’t drop common sense for the sake of a laugh. Never let amateurs take hold of your company’s name. Understand that - even in the face of humor - careful planning and execution takes precedence.

But if you have the chance to have a little fun, do it.

Your customers will thank you. The viewing public will thank you. All you’ll do is look a little more human. A little more memorable. A little more desirable.

(And, if possible, hire Steve Nash to help you out.)

By Corey

Filed Under Advertising

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