The logic of branded content has always been circular: a brand finds something beautiful, attaches itself to it, and then asks you to admire both at once. Vitaminwater, the Coca-Cola-owned beverage that has spent two decades convincing consumers that water needs improvement, is back with a second season of its "Neighborhue" series, a documentary platform celebrating mural artists in Hispanic neighborhoods.

The first season, which appeared last August, profiled three muralists working in New York's outer boroughs. Season two, subtitled "Still in Color," expands the geography to include Orlando while maintaining the thesis that public art provides "an enduring pillar of heritage and belonging," as the brand's materials put it. (What, you were expecting the thesis to be "an ephemeral distraction from heritage and belonging"?)

The effort is produced with My Code, a multicultural media and marketing agency whose portfolio includes Remezcla Media Group, HipLatina, La Opinión and El Diario. Amani Duncan, the chief executive of My Code, said in an interview that the content would be distributed across the agency's owned channels, including Instagram Reels, TikTok and YouTube Shorts.

"We didn't just expand the city: We've expanded the outreach and all the platforms that we're going to utilize to get this story out wide," Mr. Duncan said.

The two artists featured this season are Don Rimx, a Puerto Rican muralist whose given name is David Sepulveda, and Carlos Mateu, a Cuban artist based in Brooklyn. Content about Don Rimx's Orlando work debuts Thursday; the Brooklyn installment arrives July 20.

Vitaminwater, which had gone quiet for a stretch, began stirring again last year with "Vitaminwater from New York," a campaign directed by Spike Lee and handled by Open X, the bespoke WPP unit that manages Coca-Cola's creative. The Neighborhue series suggests the brand has settled on a strategy of attaching itself to local authenticity, one borough at a time.

Hillary Horton, the brand director for Vitaminwater, said in a statement that "the response to the first season of Neighborhue reinforced just how deeply people connect with stories rooted in community and culture."

The murals, presumably, were already doing that.

Original story published in Marketing Dive: "Vitaminwater doubles down on content series celebrating local art"