The campaign rolls out with a 30-second digital spot exposing vitamin characters slowly deteriorating in water. The video then launches into a dance party with electronic dance music playing, concluding with a full lineup of Activate bottles.
The campaign also features an app for Facebook as well as print and out-of-home media, including billboards, taxi toppers and bus displays in Los Angeles and New York.
“The goal of Stop Vitamin Cruelty is to create an engaging campaign that will educate consumers on our fresh vitamins proposition, while forming a strong emotional connection with our brand,” said Jesse Merrill, vice present of marketing at Activate Drinks. “We want the world to know that some vitamins deteriorate in water and that Activate is the solution.”
Creature vs Culture is the creative agency behind the Stop Vitamin Cruelty campaign.
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