Marketing activity for the Coca-Cola owned brand will include experiential, digital, PR and consumer facing activity.
The digital side of the campaign will involve an online talent search on its blog site, culminating in event-led activity in London at the end of October.
XXX – triple berry is a blend of three “superfruit” berry flavours – acai, pomegranate and blueberry, with added vitamins b and c that claims to “keep you perky and fight free-radicals”.
It is the seventh flavour in the enhanced water range and is the first new variant since the brand’s UK launch 18 months ago.
The company claims that the flavour is already the number one Vitaminwater flavour in the US and is anticipated to follow this success in the UK.
Jason Hood, head of Glacéau, says: “The functional stills category is in 47% growth with Glacéau leading the way, so we hope the launch of XXX – triple berry will help to grow the category even further.”
Coca-Cola acquired Glacéau in 2007 for $4.1bn.