The ‘Skip the Dip’ campaign features a short mock news item about people’s experiences of energy dips during the day, and invites people to find out how they can ‘skip the dip’ at a campaign website.
The ad will feature across sites including Facebook, YouTube and Spotify, and will also encourage people to download an app that allows them to create their own newsreel.
The brand is also running a national experiential and sampling campaign until September, encouraging consumers to try the soft drink across gigs, university campuses, festivals and high street stores. As part of this, consumers will be rewarded for getting through the ‘dip’ with a free bottle of Vitaminwater, and a gold medal featuring a QR code directing them straight to the Skip the Dip app.
The brand was also given a boost earlier this month within a Coca-Cola campaign designed to showcase its range of brands, and Coca-Cola has used its 2012 partnership to run promotions such as a give-away for beach volleyball tickets on Twitter.