Vitamin Water makes a splash outdoors

COCA COLA   OUTDOOR   CAMPAIGN   SAMPLING

Hong Kong - Coca Cola's Glaceau Vitamin Water aims to up its market share in the territory with an outdoor campaign featuring its six flavours on trams and extending its sampling to offices via tasting vehicles.

The active lifestyle beverage brand launched in Hong Kong in October last year with the opening of a pop up store in the heart of SOHO.

The pop up store targeted trendsetters using experiential marketing that featured a sampling corner including areas to get manicures, play on the Wii station and listen to live jamming sessions on the basement level.  

The pop up store is no longer around but Vitamin Water rolled out its first above the line promotion this week by introducing its six flavours based on colour themes splashed across the trams around Hong Kong island.    

Its sampling vehicles that have been making stops in high traffic areas such as Causeway Bay, Tsim Sha Tsui and Central have extended to offices to inform working professionals on the importance of hydration and benefits of the drinks through interactive games and some Bruce Lee, Kill Bill type performances.

Vivian Ki, marketing director for Coca Cola, said a lot of trendsetters now know the brand well after an initial introduction period and it's time to introduce it to more Hong Kong people. 

"This is not simply another outdoor advertising but part of a bigger program including the valentine event," she explained.

She said few advertisers would dominate the entire trams with different designs and this she believes is a way to make the communication stand out in the streets. 

Ki added the campaign is consistent with the stylish image of Glaceau Vitamin Water so brand lovers will find it familiar. 

The campaign, which will run till late February, aims to target trendy people located in Causeway Bay, Central and Admiralty districts. 

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