Glaceau rolls out summer festival activity

Glaceau VitaminWater, the enhanced water brand owned by Coca-Cola, has launched a national digital marketing campaign for the summer, targeting fashion and music savvy consumers through a series of festival tie-ups.

Glaceau: installs photo booths at UK festivals
Glaceau: installs photo booths at UK festivals

The summer campaign will feature an experiential tour of UK festivals that will create material for a digital above-the-line campaign, which uses the strapline "Brought to you by GlaceauVitaminWater".

The experiential tour began last week at Beach Break Live. It will visit 12 festivals in total including Lovebox in London and Bestival on the Isle of Wight.

Two customised photo-booths will be installed at the events and the pictures taken with it can be uploaded to users' Facebook profiles.

In the week following each festival, Glaceau will pick photos taken in the booths to appear on digital screens in six UK cities including London and Manchester. The digital ads will use the name of the festival within the strapline, such as "Live from Beach Break Live".

Further activity will involve outdoor ads of the VitaminWater range and doctored, "humorous" straplines to push Glaceau's "distinctive personality".

John Luck, GB business manager, Glaceau VitaminWater, said: "We wanted to give festivalgoers the unique opportunity to feature as a piece of advertising on a digital screen as well as enabling the brand to showcase its festival activity to wider audience."

Glaceau VitaminWater is an official sponsor of London Fashion Week and the brand is expected to launch Olympic activity later this year

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More