Vitamin Water: Big for digital videos

by Wayne Friedman , Staff Writer, January 19, 2011

Vitamin Water has been getting a lot of emphasis from its parent Coca-Cola.

Peggy Loos, director of media and interactive marketing for The Coca-Cola Company, in says Vitamin Water did a faux video where a tough agent wanted money for his sports clients from those fantasy sports leagues -- like Minnesota Vikings's Adrian Peterson.

"It provided free entertainment value," says Loos. Additionally, Coke got a bit lift when ESPN picked up the video for its fantasy sports shows.

Vitamin Water also sponsored what it calls "Go Shows" -- spontaneous acoustic music concerts at colleges.

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