When Vitamin Well launched their newest flavor, Reload, in 2024, they teamed up with 7-Eleven for a co-branding activation, making the new variant exclusively available at 7-Eleven stores. This partnership quickly evolved into a three-fold co-branding initiative when we introduced the idea of a unique collaboration between the two brands and influencer Patricia Thyberg.

With a focus on one of the industry’s major trends, Community Marketing, we designed a campaign where the primary KPIs were community and brand perception, not product sales. Through dedicated content and authentic storytelling, Patricia brought together over 70 runners in front of 7-Eleven on Nørrebrogade in Copenhagen on a rainy February day, ready to run around the Copenhagen Lakes and taste Vitamin Well’s new Reload along the way.

The campaign resulted in two reels, one post, five stories, a pre-roll in the Sportshjerte podcast, an event, and over 400,000 impressions – all achieved within a two-week period.