Glaceau is setting up a Tiki bar-type display and will organize a contest to have students dig through bottle-shaped sand castles to find real bottles of Vitamin Water. Prizes: gift certificates, iPod shuffles and video games.
The campaign, which costs an estimated $45,000, sets new ground for Vitamin Water. The southeast region is a new market for the brand. Glaceau wants to take reach students after a night of partying to promote its vitamin-filled beverage line.
Signage, a radio remote and airplane-pulled banner ads will support the promotion.
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