Vitaminwater is looking to boost its international presence with its first Summer Olympics campaign.
The campaign called "Games, Only Better" is an international awareness campaign aimed at trial and recruitment overseas and will not be aired in the United States. In just four-and-ahalf- years, the 12-year-old brand is now in 24 international markets, but only 1/5 of the brand's sales come from outside the United States.
Eric Lewis, the global brand director for Glaceau which produces Vitaminwater said "Vitaminwater is an iconic brand in the U.S. But overseas it's such a young brand, with pretty low brand awareness. With out size, we need an asset like the Olympics to cut through. But we have the same brand vision and architecture in the U.S. and internationally.
Additionally, Rana Kardestuncer, global marketing communications director at Glaceau said "The Olympics are a compelling way to introduce ourselves and help people get to know us.
The Olympic campaign was built around the insight that a certain group of consumers is viewing the Long games as a "big party with a sporting event in the middle," said Lewis.
A mobile unit, dubbed, the Glaceau Tasting Vehicle, will be traveling the streets of London and setting up interactive games such as oversized Jenga and Twister. Popular British singer, Jessie J will lend her vocals for a virtual version of musical chairs at GamesOnlyBetter.com, with her song "Laserlight". The prize for playing? Tickets to her concert in London next month of course.
Out-of-home will feature taglines like "Long jump, only better" and "Archery, only better", which shows a couple jumping into a lake and the latter shows cupid aiming an arrow over London. Droga5 was the agency behind this campaign.
Vitaminwater is hoping for the same success they had acheived in Canada after the 2010 Vancouver games (Canada is now the most successful market, by volume and profit after the U.S.) and are hoping these 2012 games will have major impact on their business in the U.K.
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