Vitamin Water (“hydrate responsibly”) has invaded the UBC Campus, as well as the rest of Vancouver! From the neighbourhood corner store to vending machines, the presence of colored, vitamin-enhanced water is not only a health boost but a style statement. I spent a good portion of Friday afternoon keeping my eyes peeled on different flavors and prices of Vitamin Water on campus. The cheapest was at a sold-out vending machine in the UBC Student Union Building for $2.25. The corner store was selling it for $2.29 while the food court and 99 Chairs was selling it for upwards of $2.50 per bottle. Vitamin Water also made an appearance in the season 2 premier of Gossip Girls and a quick Google Search confirms a strong support by celebrities (ie. Kelly Clarkson, Alicia Keys, Carrie Underwood, Shaquille O’Neal, etc.). It’s not so much what the drink has to offer to quench your thirst – it’s the entire branding behind it and its buzzing presence in the media.