In the late ‘90s, the nutrient enhanced water category did not exist. Let alone social media. When Vitaminwater hit the shelves, we only had a marketing budget that was limited to creative labels and local sampling. Gaining market traction was a challenge, however, in 2004 we built a pop-culture strategy that captivated the attention of a new generation. Appropriately called Operation Swing State, our strategy featured hand-drawn comics with pop-culture references and dialogue that spoke to the modern consumer. This strategy, executed with Vitaminwater’s first national print campaign, successfully shifted the balance in the beverage aisle. In 2007, The Coca-Cola Company bought Glacéau, the maker of Vitaminwater, Smartwater, and Fruitwater for $4.2 billion in cash. We weren’t in the board room, but we like to credit our creative to that outcome.