Dive Brief: 

• Vitaminwater launched a new campaign, “Paint Your Rent,” that invites consumers to share the Vitaminwater flavor they would pick as inspiration for a living space upgrade for the chance to win design services and free rent for a year, per a press release. 
• Consumers interested must text “Rent” to 2653, or visit a designated landing page, now through Aug. 27 and submit a photo of their preferred Vitaminwater flavor in a room that needs a makeover. 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 lead designer Kelsey Fischer round out the effort. Winners additionally will receive a colorful, retro-style mini fridge stocked with Vitaminwater.

Dive Insight:

Rent prices 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, an emerging trend on TikTok, #dopaminedecor, showcases how consumers are using interior design to improve their moods. The “Paint the Rent” campaign from Vitaminwater — a brand owned under Coca-Cola’s Glacéau subsidiary — taps into both the insight and the social media trend in a way that could help shore up stronger loyalty with new and existing audiences.

“With rent prices skyrocketing across the country, and often little resources left for consumers to create their own exciting aesthetic, Paint Your Rent gives fans a chance to live out the maximalist lifestyle trend with vitaminwater colors – and flavors – they've known and loved for years,” said Tiphanie Maronta, senior director of brand management for Vitaminwater, in release details.

From Aug. 13-27, consumers can capture a photo of their favorite Vitaminwater flavor in a space they’d like to upgrade and submit via text to enter the brand’s contest. To reward those willing to integrate the brand’s signature colors into their space, five consumers will be selected to win a year of free rent along with custom design-inspiration services from Havenly. Each winner will be paired with a Havenly designer and will receive a tailored design consultation, custom digital designs and a link to shop products in one spot.

To drive inspiration, the brand also teamed with Havenly’s Fischer to curate a series of mood boards generated by artificial intelligence (AI) and inspired by five Vitaminwater flavors. The boards will include suggested palettes, textiles, accent pieces and more. Highlighted flavors on the board include tropical citrus, kiwi-strawberry, lemonade, mango and acai blueberry pomegranate.

“Paint Your Rent” arrives following the brand’s “Vitaminwater from New York” campaign, launched in July, that represents the brand’s first ad campaign in two years. Commercials directed by filmmaker Spike Lee, a New York icon, are featured and the effort includes an anthem spot that places the brand in city fixtures like bodegas and late-night food trucks as it attempts to establish a stronger connection to its New York City origins.