Vitaminwater, a client of Bulletproof, required copy for their packaging relaunch that met strict legal claims guidelines but still had real personality. Bulletproof used Modern Copy to create multiple routes for each of the eight variants in the range, presenting the work to the client and feeding back for v2 copy used on packs. The vitaminwater brand had to maintain a fun, sparky tone, refer to distinct benefits, and underline the key differences between the variants.
This was achieved by focusing on story: each pack had a very different message, scenario and pace, while staying true to the unique vitaminwater voice. As a follow-on to the project, Modern Copy also supplied strapline development for that summer’s vitaminwater campaign advertising.