The Coca-Cola Co has launched a consumer promotion via Facebook for its Vitaminwater bottled water brand in the US.

The company's North American unit said earlier this week that it will use the social networking website to invite consumers to create a brand extension for Vitaminwater.

Starting last Tuesday (8 September), consumers can log on to www.facebook.com/vitaminwater and vote for their favourite flavour or flavour combination. Then, a series of questions will help consumers highlight their functional requirements from a drink.

Finally, consumers will be invited to submit a name for the new beverage, as well as design a label and provide copy for the bottle.

"This programme is all about listening to our consumers," said Rohan Oza, chief marketing officer of Glacéau, which produces Vitaminwater for Coca-Cola. "We're excited to take crowd-sourcing to a whole new level."

The winning entry will be announced in December, before launching across the US in March, for a suggested retail price of US$1.49 per bottle.