Vitaminwater sets up shop on Fortnite to promote zero-sugar products

Dive Brief:

Vitaminwater, owned by The Coca-Cola Company, has launched a Fortnite gaming experience to promote its zero-sugar products, according to information shared with Marketing Dive.
The “zero holding back showdown” island features 50 rounds of unique gameplay with 10 themes based on the brand’s flavors. The experience was created in partnership with gaming company PWR, WPP’s bespoke Open X unit and agency VMLY&R.
A competitive showdown is planned for later in the month, with consumers encouraged to show off their own styles from items in their lockers. The activation, targeted at the younger crowd that has flocked to online gaming, comes as the popularity of zero-sugar drinks increases.

Dive Insight:

Vitaminwater is turning to Fortnite to showcase its zero-sugar lineup. The online gaming format is popular with young consumers and has been a key aspect of many marketers’ activations around the metaverse.

Consumers dropping into Vitaminwater’s experience are able to make their way through 50 rounds of gameplay inspired by various flavors of zero sugar. A competition centered around the island is set for later in the month, where consumers can play with actor and streamer Khleo Thomas and musician Princess Nokia.

The challenge is a fashion showdown where consumers have limited time to go through their digital lockers after a theme, based on one of the flavors, is announced. The winner is chosen by a final vote. The island and the digital challenge give consumers a unique way of interacting with the brand while also raising awareness of its zero-sugar products.

“Fortnite and its community [have] boundless creative opportunities to create vibrant worlds. If you can dream, you can build it in Fortnite,” said Luke Perkins, group director for active hydration at Coca-Cola North America, in a press release.

Zero-sugar beverages have steadily risen in popularity as consumers look for healthy alternatives. Recently, Pepsi took advantage of NFL players being able to wear the number zero for the first time to promote Pepsi Zero Sugar, a product that now sits at the center of its marketing efforts around the league.

Vitaminwater parent Coca-Cola has also increasingly focused on the better-for-you category. In another gaming-minded effort, the company worked with League of Legends developer Riot Games to create Coke Ultimate Zero Sugar, a limited-edition beverage that is meant to be flavored like experience points from the game. The beverage giant this week also launched Coca-Cola Y3000, a soft drink co-created with artificial intelligence, that will be available in both full-sugar and zero-sugar varieties.