October 18, 2011 – ACTIVATE, the enhanced water beverage category innovator with its patented twist cap delivery system, is launching its first traditional marketing campaign. Under the direction of marketing chief Jesse Merrill, formerly of Honest Tea, ACTIVATE is rolling out an integrated program in Southern California, with a focus on Los Angeles and Orange County, during the month of October.
The messaging is both functional and witty, to communicate a more serious brand proposition yet appeal to a young, active target audience. Twenty new high-visibility billboards flaunt, “Sugar is not a vitamin.” “Want fresh vitamins? We twist the cap, not the truth.” “Our cap is full of vitamins. Other caps are just full of cap.”
The mix of outdoor advertising also includes double-decker bus signage, wild postings and health club ads with bounce-back coupons driving consumers to locations where ACTIVATE is sold. The message is also being disseminated via radio spots on Clear Channel and CBS networks keyed to specific chains that add ACTIVATE displays, as well as an aggressive digital campaign launched across targeted destination/social sites, utilizing Facebook ads, Google display network, YouTube TrueView and paid search.
The next evolution of the campaign includes partnerships with National Football League (NFL) quarterbacks Philip Rivers of the San Diego Chargers and Josh Freeman of the Tampa Bay Buccaneers, as well as the exploration of more BOLD initiatives in additional markets in the future.
ACTIVATE’s line of all-natural beverages are revolutionizing the beverage landscape with a proprietary cap design that stores vitamins separately from the water—enabling the vitamins to stay fresh and potent. By simply twisting the cap, the vitamins release, providing a fresh dose of vitamins for people who want to stay healthy, refreshed and live life to the fullest. ACTIVATE’s core line of functional drinks provide daily nutrition, great taste, hydration and are available in five delicious varieties: MultiVitamin Fruit Punch, MultiVitamin Lulo Pear, Immunity Orange, Energy Lemon Lime, Antioxidant Exotic Berry and Antioxidant Blueberry Pomegranate. ACTIVATE also has a WORKOUT line, which supports performance, replenishment and recovery and is available in four great varieties: Grape, Pink Grapefruit, Raspberry Citrus and Passion Fruit. All varieties are naturally sweetened with stevia, contain 0 grams of sugar, and only 5 calories. ACTIVATE’s PET bottle is made with 100 percent post-consumer recycled plastic, underscoring the brand’s commitment to sustainability and reducing waste.