Coca-Cola Amatil has launched a summer marketing campaign for bottled water brand Mount Franklin.

'Hydration for any Situation' builds on the Mount Franklin's 'The Nation's Hydration' push last year and is described as "light-hearted" and "quirky". At the centre of the campaign are three digital videos. The activity also features outdoor advertising in popular summer spots as well as transport routes, CCA said today. 

Mount Franklin & CCA water marketing manager Anne Joly said: "We are thrilled with the strong results The Nation's Hydration campaign has generated for Mount Franklin."

This month, CCA became part of the fallout from Anheuser-Busch InBev's SABMiller takeover when it took on Australian distribution for Molson Coors's newly-acquired Miller beer brands. The move is part of a long-term sales and distribution agreement between CCA and Molson Coors International, which acquired the global rights to the Miller brands after Anheuser-Busch InBev completed its takeover of SABMiller.