The brand is set to unveil Jessie J as its brand ambassador for London 2012, who will bring to life the brand's personality, with a multi‑platform campaign, centred around the fun and cultural side of the Olympic Games.
Glacéau vitaminwater will be challenging the public to co‑create a new London 2012 inspired Glacéau vitaminwater flavour with Flavour Creator, an innovative crowd‑sourcing project run via Facebook.
Jessie J will be helping to drive consumer participation and launch the new flavour ahead of the Olympic Games. The new limited edition flavour will join the distinctive Glacéau vitaminwater rainbow lineup, as the ninth variant and will be available across European markets where Glacéau vitaminwater is sold, for the duration of the London 2012 Olympic Games.
The activity will run through a Facebook app and will be further supported by a targeted digital spend, driving consumer participation.
From October, Glacéau vitaminwater will be running an outdoor ATL campaign, showcasing the brand's unique official IOC designation. Flavour Creator will be supported by an extensive PR and social media campaign and a targeted digital campaign.
Jessie J said: "The London 2012 games is a once in a lifetime event and I am so excited to have the chance to be part of it. It is a chance to show Britain at its best with music and sport and creativity combined. Good times."
Glacéau vitaminwater is part of The Coca‑Cola Company and is joining Coca‑Cola and Powerade as an official partner of the London 2012 Olympic Games.
Source: Coca‑Cola Enterprises
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