In 2010, we were hired to launch vitaminwater zero. Our challenge was to make vitaminwater zero famous, fast—to generate rapid awareness of the new product and to encourage trial. To compensate for our limited media budget, we used Ellen DeGeneres at the center of an integrated communications campaign, in which we amplified our advertising efforts with public relations efforts, branded content, show integration, and interactive digital. The launch was one of the most successful new product launches in the beverage category of the past half-decade.