Glaceau Promo, Case study ONLY BETTER by Sid Lee Paris

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ONLY BETTER

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Industry Water
Media Promo & PR, Case study
Market France
Agency Sid Lee Paris
Director Samuel Rixon
Account Supervisor Guillaume Bergeron Sid Lee
Released April 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: COCA-COLA
Product/Service: VITAMIN WATER
Agency: SID LEE
Date of First Appearance: Apr 21 2011
Entrant Company: SID LEE, Paris, FRANCE
Chief Creative Officer: Sid Lee (Sid Lee)
Executive Creative Director: Sid Lee (Sid Lee)
Creative Director: Sid Lee (Sid Lee)
Copywriter: Sid Lee (Sid Lee)
Art Director: Sid Lee (Sid Lee)
Agency Producer: Sid Lee (Sid Lee)
Account Supervisor: Sid Lee (Sid Lee)
Advertiser's Supervisor: Sid Lee (Sid Lee)
Account Manager: Sid Lee (Sid Lee)
Director: Samuel Rixon
Media placement: all - all - 04/21/2011

Insights, Strategy & the Idea
A campaign focused on this concept: ‘vitaminwater. Water, only better.’. An impactful and easy to remember mechanic based on absurd daily examples but ‘only better’. A campaign launched in prints, billboards, buses, guerilla marketing, stunts and viral films.

Creative Execution
Vitaminwater was launched in France in order to get the brand known in a smart and impactful way. This beverage brand arrived on the French market with a trendy and off-beat brand territory. Vitaminwater is dedicated to hip young people who expect a completely different message from brands in this very saturated market. This young target is aware of marketing tricks. Thus, telling them that the brand’s personality is very special and different is not enough: you need to prove it. Connecting with our target in a trendy, off-beat and funny way was the best approach to catch our target’s attention. The point was also to set the brand personality through a fun and differentiating experience.

Results and Effectiveness
Only a few days after the launch, the « only better » trend has been re-interpretated by the French consumers who have used this sentence in their very own way on Facebook and Twitter. This created a first privileged and engaging relation with the brand.