Coca-Cola is reminding Canadians to stay hydrated on these hot summer days through a big media push for its Vitamin Water brand.
“Summer is when our consumers are most active socially and physically–a perfect time to grab a Vitamin Water,” said Laura Cutsey, senior manager marketing and communications, GlacĂ©au Vitamin Water.
The brand has launched a national campaign that includes streetcar wraps, vinyls, superboards, online and magazine ads.
“It’s all about reaching our target but also achieving mass awareness with high-traffic locations,” said Cutsey.
One superboard on Toronto busy Gardiner Expressway promotes the line’s “Focus” flavour and reads: “Hey Texty. Pay Attention.” Another reads: “Reunite ‘good’ and ‘morning'” along side a product line up.
Cleveland-based Brokaw developed the creative with Canadian insight from Cossette Media, which also handled the planning and buying.
Four months ago Vitamin Water Canada relaunched its corporate website as a blog. A “community manager” updates the page twice a day, aggregating content from around the globe that is relevant to the Vitamin Water customer, explained Cutsey.
The blog focuses mainly on trends, fashion, music and movies, and features guest bloggers like Toronto-based event planner Anna Von Frances. The blog has seen over 15,000 visits so far, said Cutsey.
Yesterday, Vitamin Water Canada launched a contest on its blog. Readers who comment on one of the posts are automatically entered into a draw for an iPad. The company is promoting the contest through a Facebook campaign.
The effort comes as the company fights a lawsuit in the U.S. filed by the Center for Science in the Public Interest that accuses Coca-Cola of using deceptive labelling and marketing of its Vitamin Water, including claims that they reduce risks of disease.
Coca-Cola tried to have the lawsuit dismissed on technical grounds, but on Wednesday a judge said the case would proceed.
