Market research
The Coca-Cola Co has released its latest advertising push for its Vitaminwater brand, featuring actor Aaron Paul.
'Drink outside the lines' will air on US TV as well as on digital and social media platforms and in cinemas, this Summer. The campaign will also be extended to retail - including in-store point of sale material - as well as summer events, the firm said.
The video features Breaking Bad star Paul at the gym, drinking Vitaminwater Zero.
"From what's inside the bottle to how we engage with our consumers, Vitaminwater has always taken an unexpected and vibrant approach," said Celina Li, group director, Vitaminwater. "We've brought that to life in our newest campaign and hope it inspires our consumers to have some fun during their everyday activities."
Financial details behind the campaign were not disclosed.
Also this week, Coca-Cola Co announced a sampling programme in Australia, which is to include an interactive TV advert and an outdoor advertising panel that dispenses free samples when consumers speak to it. The campaign is part of Coca-Cola South Pacific's largest sampling activation and is in support of the recently-launched Coca-Cola No Sugar.
Sectors: Marketing – advertising & promotions, Soft drinks, Water
Companies: The Coca-Cola Company
