When Vitamin Well launched their latest flavour, Reload, in 2024, they joined forces with 7-Eleven in a co-branding activation where the variant could be purchased exclusively at 7-Eleven. It quickly evolved into a triple co-branding when we knocked on the door with an idea for a unique collaboration between the two brands and influencer Patricia Thyberg.

With one of the industry’s major trends—Community Marketing—in our sights, we put together a campaign where the top KPI was not product sales, but community and brand perception. Through dedicated content and credible storytelling, Patricia brought together more than 70 runners outside 7-Eleven on Nørrebrogade in Copenhagen on a rainy day in February, ready to run together around The Lakes and, along the way, taste Vitamin Well’s new Reload.

This resulted in two reels, one post, five storylines, a pre-roll in the Sportshjerte podcast, an event, and more than 400,000 impressions—all within a two-week period.