The campaign is part of a major global campaign, and features real people in nations from Japan to South Africa. It will appear on billboards and iconic sites showcasing the “distinct glacéau rainbow”.
The UK campaign will feature everyday British people, each representing one of the eight variants in tone, personality and functionality. The campaign call to action is to “bring hydration to the nation” by asking its drinkers to “show us their vits”.
A digital focus will see a Facebook community, launching next month, asking consumers to “show their vits” and “join the vit pack” – showing their colourful lives they and their friends lead – for their chance to win regular prizes.
A rich, multi-platform media partnership with Vice magazine will also ask consumers to join the ’vitpack’ through creative challenges.
The winning consumer will feature in their very own billboard in October.
The campaign breaks in 14 cities from today (19 July) with the media including some of the UK’s most iconic media sites in major cities such as the London Piccadilly sign and the Clapham colossus and major billboards in Edinburgh. The campaign will appear across multiple formats including billboards, 6 sheets, rich digital formats and LCDs.
“Show your vits” is part of a global vitaminwater campaign, where glacéau vitaminwater drinkers have demonstrated their love of the brand through personality and tone, appearing on billboards, from Tokyo and Paris to South Africa.
Glacéau claims this is the second time vitaminwater have used crowdsourcing following on from the hugely successful ’flavour generator’ in the us where facebook users, created the new variant, connect.
Philippa Classey, head of marketing at glacéau, says: “We are really excited about this innovative and multi-layered piece of activity. “Show your vits” in the UK is part of a wider global campaign and speaks volumes about how glacéau vitaminwater gives consumers an active voice in the brand. We are looking forward to seeing this campaign develop and to see who is unveiled as ultimate winner in October.”
Classey assumed the role of glacéau business manager under a restructure of Coca-Cola which saw marketing move into the North West Europe and Nordics region, comprising Great Britain, Ireland, France, Belgium, Netherlands, Luxemburg, Denmark, Sweden, Finland, Norway and Iceland.