Vitaminwater is expanding its public art-themed brand content platform with a new chapter of its "Neighborhue" series. As exclusively learned by Marketing Dive, the second season of the series will continue to spotlight mural artists and the communities they revitalize, blending outdoor art, documentaries, behind-the-scenes videos, long-form features, and social-first content. This season specifically targets Hispanic consumers and expands geographic coverage to New York City (Vitaminwater's headquarters) and Orlando, Florida.

"Neighborhue" is co-created by Vitaminwater and multicultural media and marketing agency My Code, which owns media assets such as Remezcla Media Group, HipLatina, La Opinión, and El Diario. My Code will distribute the content through its own channels, including Remezcla's digital and social platforms, as well as Instagram Reels, TikTok, and YouTube Shorts.

"We have a wealth of exclusive assets, and this content will span our entire media ecosystem," said Amani Duncan, CEO of My Code. "We've not only expanded the cities but also the channels and platforms to spread these stories more broadly."

The "Neighborhue" concept debuted last August with its first season, focusing on three murals and their creators in Latino communities in New York's outer boroughs. The second season, subtitled "Still in Color," will feature Puerto Rican artist Don Rimx (born David Sepulveda) and Cuban artist Carlos Mateu. This season's theme shifts from "restoration" to "continuation," exploring how public art serves as an enduring pillar of heritage and belonging. Content about Orlando-based Don Rimx will premiere on Thursday, while content tracking Mateu's creative journey in Brooklyn will launch on July 20.

"We believe creativity is a powerful force for connection and self-expression, and the feedback from season one of 'Neighborhue' confirms that people deeply resonate with stories rooted in community and culture," said Hillary Horton, brand director at Vitaminwater, in a press release.

Driving audience connection

Vitaminwater aims to reach the rapidly growing U.S. Hispanic consumer segment through the "Neighborhue" program. According to data released by NIQ last year, Hispanic household spending power is approximately $2.7 trillion, accounting for 15% of total U.S. consumer spending. Duncan said My Code's portfolio reaches over 20 million unique Hispanic consumers and enhances brand targeting through an audience graph built on first-party data and a partnership with Experian.

"Our intelligence hub powers all campaigns and strategies," Duncan said. "This is foundational for us because we sit on a wealth of data and insights and continuously mine their value."

The agency's philosophy holds that multicultural audiences (which it calls "growth audiences") are no longer a small fraction of the consumer base but represent a significant share, yet this factor is not always fully reflected in brand marketing. My Code has previously worked with other Coca-Cola brands, including Fanta and Sprite.

"People want to support brands that 'see' them. We're talking about marginalized groups, people who aren't often seen on large platforms," Duncan said. "When you do this consistently and in the right way, you see a positive impact on the bottom line."

Vitaminwater ramped up its marketing efforts in 2024 with the "Vitaminwater from New York" campaign, its first advertising push in two years. The creative, directed by Spike Lee, captures elements of city landmarks such as bodegas, late-night food trucks, and the Brooklyn Bridge. Open X, the dedicated agency set up by WPP for the Coca-Cola business, handled the campaign's execution.