When Vitaminwater hit the shelves in the late ‘90s the nutrient enhanced water category did not exist. With a marketing budget that was limited to creative labels and local sampling, it was an uphill struggle to gain market traction. However, in 2004 our strategy, which was appropriately called Operation Swing State built on the pop-culture momentum we had been organically cultivating. This strategy, executed with Vitaminwater’s first national print campaign, successfully shifted the balance in the beverage aisle. In 2007, The Coca-Cola Company announced it had bought Glacéau, the maker of Vitaminwater, Smartwater, and Fruitwater for $4.2 billion in cash. Clearly we like to think our creative talents had something to do with it.