Aunt Bessie's 'Margaret and Mabel' by VCCP
Agency: VCCP
Rating: 5.0
Coca-Cola launches Jesse J on-pack promo for Glaceau Vitaminwater
By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Tuesday, 13 March 2012 12:48PM
Glaceau Vitaminwater, the "enhanced" water brand from Coca-Cola, has launched an on-pack promotion that includes limited-edition bottles topped with Jesse J's black bob.
Jessie J: promotes the limited edition Vitaminwater bottle
Glaceau's brand ambassador, singer Jesse J, will lend her hairstyle to promotional packs of the drink, while marketing activity will aim to boost awareness of the brand's position as a "worldwide partner and best mate" of the London 2012 Games.
The on-pack promotion is supported by digital, press, point of sale, sampling and outdoor activity, and runs under the brand's messaging, "We love Olympic Games".
Consumers can enter a competition via the brand’s Facebook page, www.facebook.com/vitaminwater, to win a pair of tickets to the Games, a two-night stay at a top London hotel and the opportunity to party with Jesse J at an exclusive event for the brand.
One hundred runners-up will win handheld HD video cameras.
John Luck, Glaceau business manager, Coca-Cola Great Britain, said: "Jessie J embodies our commitment to bringing fun, colour, flavour and creativity to our consumers during this landmark year."
Last summer the brand launched a campaign targeting fashion and music savvy consumers through a series of festival tie-ups.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
Related articles
- Coke refreshes Glacéau design after cutting sugar
- Vitaminwater Facebook app helps 'skip the dip'
- Glacéau vitaminwater in Olympic ticket Twitter giveaway
- Coca-Cola partners Spotify to boost music association
- Five Coke vehicles to travel Olympic torch relay route
- Glacéau vitaminwater teams up with Jesse J for London 2012 sponsorship
- Glaceau rolls out summer festival activity
- Coca-Cola targets young people with 2012 sponsorship
- Vitaminwater appeal against ad ban fails
- Coca-Cola hunts digital agency for water brand
Additional Information
Campaign Jobs
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Sales Support Exec (Online Hospitality) Digital Gurus £20000 - £25000 per annum, City of London
- Ad Ops Specialists (Online/ Digital) Digital Gurus £20000 - £35000 per annum, City of London
- Head of Content David Thatcher Recruitment £80-100 + benefits, London or Reading
Highest rated
Most viewed
Most commented
-
The console is dead: The Socialisation of Gaming
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.
