VitaminWater : Restore 22.12

The water you drink after the world ends.

Published On
Dec 25, 2012

Editor's Pick

We know the end of the world came and went without so much as a whimper, but this smart, on-brand campaign from Sid Lee Paris and VitaminWater is still notable. To promote its "Restore" flavor, which is water you drink after a rough night, the brand created a special edition "22.12" bottle that promises to give you the strength you need the day after the world ends -- to dodge asteroids, clean yourself up, and repopulate the earth with some help from strangers. The limited edition bottles were distributed in France on Dec. 21, and the labels featured special tips to help the survivors get back on their feet.