A mural for Vitaminwater is no longer simply the surface on which an artwork ends. In the second season of the Neighborhue series, it has become a starting point for stories about origins, belonging and the traces communities leave across cities.
According to Marketing Dive, the brand owned by The Coca-Cola Company expanded last year’s project from New York neighborhoods to Orlando. The new installment is titled Still in Color and, instead of restoring existing murals, brings their long-term role in preserving the identity of local communities to the forefront.
The season introduced Puerto Rican artist Don Rimx, whose real name is David Sepulveda, through his work in Orlando, while the installment dedicated to Cuban artist Carlos Mateu and his work in Brooklyn was published on July 20.
The series combines murals in public spaces, documentary and behind-the-scenes videos, longer editorial stories and content adapted for social media. The materials are published through the digital channels of the Remezcla platform, as well as through Instagram Reels, TikTok and YouTube Shorts.
The project is once again backed by the multicultural media and marketing agency My Code, whose portfolio includes Remezcla Media Group, HipLatina, La Opinión and El Diario. The partnership allows Vitaminwater to ensure that the series does not remain an isolated branded story, but is instead distributed within a broader media ecosystem aimed at Hispanic audiences in the United States.
The first season of Neighborhue, launched in August 2025, followed three murals and their creators in Latino neighborhoods across New York City’s outer boroughs. With the expansion to Orlando, the platform gained a broader geographical framework, while public art remained its primary way of connecting the brand with local culture.
Neighborhue continues the direction of communication that Vitaminwater intensified again in 2024 with the Vitaminwater from New York campaign. At the time, following a two-year break, the brand returned the city to the center of its communication through a film directed by Spike Lee and developed by the agency unit Open X.
