• March 5, 2007

Brand reps will distribute 4,000 bottles of Vitamin Water's Revive and Energy drinks on East Beach in Panama City, Fla., next week as college students descend on the area for spring break.

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.