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
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”.