Diving certificate:

• Vitaminwater has launched a new campaign called “Paint Your Rent,” which asks consumers to share the Vitaminwater flavor they would choose as inspiration to update their living space for a chance to win design services and a year of rent-free housing, according to a press release.
• Now through August 27, interested consumers must text “Rent” to 2653 or visit a designated landing page and submit a photo of their favorite Vitaminwater flavor in a room that needs renovation. Five winners will receive a year of free rent and custom design services from interior design firm Havenly.
• A series of vibrant mood boards inspired by Vitaminwater flavors and curated by Havenly head designer Kelsey Fischer complete the offer. Winners will also receive a colorful, retro-style mini fridge filled with Vitamin water.

Diving insight:

The rents have increased by more than 30% across the country between 2019 and 2023, according to an analysis by online real estate companies Zillow and StreetEasy. Meanwhile, a new trend is emerging on TikTok, #dopaminedecorshows how consumers improve their mood through interior design. The “Paint the Rent” campaign from Vitaminwater – a brand of Coca-Cola subsidiary Glacéau – leverages both these insights and the social media trend in a way that could help build loyalty among new and existing audiences.

“With rental prices skyrocketing across the country and consumers often having few resources to create their own exciting aesthetic, Paint Your Rent gives fans the opportunity to live out the maximalist lifestyle trend with the Vitaminwater colors and flavors they’ve known and loved for years,” said Tiphanie Maronta, senior director of brand management at Vitaminwater, in the press release details.

From August 13 to 27, consumers can take a photo of their favorite flavor of Vitaminwater in a space they want to enhance and submit it via text message to enter the brand’s contest. To reward those willing to incorporate the brand’s signature colors into their space, five consumers will be selected to win a year of free rent as well as customized design inspiration services from Havenly. Each winner will be matched with a Havenly designer and receive customized design consultation, customized digital designs, and a link to purchase products in one place.

To encourage inspiration, the brand also partnered with Fischer of Havenly to curate a series of mood boards generated by artificial intelligence (AI) and inspired by five Vitaminwater flavors. The boards include suggestions for color palettes, textiles, accent pieces and more. Flavors highlighted on the board include tropical citrus, kiwi strawberry, lemonade, mango and acai blueberry pomegranate.

“Paint Your Rent” appears after the “Vitamin water from New YorkLaunched in July, the campaign is the brand’s first advertising campaign in two years. Featuring commercials directed by filmmaker Spike Lee, a New York icon, the campaign includes an anthemic spot that places the brand in urban establishments like bodegas and late-night food trucks, seeking to create a stronger connection to its New York City origins.