Glaceau Vitaminwater launches new ‘Antidote to feeling average’ campaign via McCann Sydney

This summer, Coca-Cola South Pacific has kicked off an Australian exclusive Glaceau Vitaminwater campaign; ‘Antidote to feeling average’ via McCann Sydney

The campaign is to announce the new and improved range that features a base of ten vitamins and minerals in every bottle plus an additional hero vitamin and mineral that all make for a delicious refreshment.

WATCH THE SPOT

A fully integrated ‘Antidote to feeling average’ advertising and marketing campaign is set to run through the key summer selling period from October 2012 to March 2013 and will feature a new TVC, cinema and point-of-sale advertising, as well as out-of-home, digital and an Instagram consumer promotion, all designed to highlight how the different flavours of Glaceau Vitaminwater help tackle feelings of averageness in different day-to-day situations.

The ‘Antidote to feeling average’ TVC launched last night marking the official start to the campaign.

Now open for eight weeks, the ‘Antidote to feeling average’ Instagram competition is calling on Australians to tackle feelings of ‘averageness’ from the dreaded Mondayitis to the day after an all-nighter by entering photo-based antidotes. There are a host of uplifting and inspiring experiences up for grabs including indulgent travel and culinary experiences. Consumers should head to antidotetoaverage.com.au for details to enter.

Says Amanda Schmidhofer, Glaceau Vitaminwater marketing manager: “Glaceau Vitaminwater drinkers live a life that’s always on. It’s a life that’s brilliant but pretty hectic, rushing between meetings or at uni, before heading out with friends in the evening. This is the drink that’ll help them hydrate through the day.”

The renewed focus on Glaceau Vitaminwater highlights continuing commitment of Coca-Cola to the functional water segment, currently the third most valuable non-alcoholic, ready-to-drink category globally. The Company believes that the Glaceau Vitaminwater improved range can help the category reach its potential in Australia and achieve popularity levels comparable to similar markets internationally.

Says Schmidhofer: “The updates to the range came as a result of extensive consumer analysis, listening to the feedback provided by young adults across the country. The new variants have received positive feedback with purchase intent increasing from 57% to 69% (Colmar Brunton Sensory Research April 2012) in the target audience, with 80% (Colmar Brunton Sensory Research April 2012) of current drinkers adding that they’ll continue to drink it, or drink more of it due to these improvements.”

Each bottle contains the same core ten vitamins and minerals, with each flavour variant including one additional, featured vitamin or mineral:

• Antioxidant mixed berry flavour features Selenium
• Radiance tropical citrus flavour features Vitamin A
• Revive peach pineapple flavour features added Potassium
• Power dragon fruit flavour features added Iron

Creative – McCann

Director: Kiku Ohe

Consumer Public Relations – Pulse Communications