"Short is killing it right now."

Vitamin Water. I've praised this brand before for great copy and brand execution. This purchase was a great reminder of how well they do it.

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"so, yeah, this bottle is shorter than normal. but shorter is better. want proof? what's better, a short or long call with your parents? a short or long download time? and who doesn't want to be on a short list? that's right, short is killing it right now."

And a thumbs up to this flavor: acai-blueberry-pomegranate ... sweet, but not too sweet. Guess it's short on sugar too.