ACTIVATE Drinks Announces ‘Stop Vitamin Cruelty’ Campaign

LOS ANGELES — ACTIVATE Drinks, a leading innovator of nutrient-enhanced waters and pioneers of the fresh twist cap technology, today announced its summer 2013 advertising campaign, “Stop Vitamin Cruelty,” highlighting its core brand message of vitamin efficacy. The PSA-style campaign rolls out with a :30 digital spot exposing vitamin characters slowly deteriorating in water, adding a humorous element to ACTIVATE’s primary benefit. The video then launches into a dance party with electronic dance music playing and concludes with a full lineup of ACTIVATE bottles. The campaign also features an app for Facebook as well as print and out-of-home (OOH) media including billboards, taxi toppers and bus displays in Los Angeles and New York.

Vitamins A, B5, B12 and C deteriorate sitting in water. That’s why ACTIVATE keeps its vitamins fresh in a unique twist cap, offering 10 varieties tailored to meet consumer needs including Exotic Berry, Fruit Punch and Pomegranate Blue.

The social media extension of “Stop Vitamin Cruelty” begins with a Facebook app this week where consumers will have the chance to generate a personalized vitamin advocacy video snippet. Consumers will have the opportunity to feature four friends dancing as vitamin characters at the end of the animation. Once the video is generated, users can write a personal message and share their animation with friends and will be rewarded with a full value coupon for a bottle of ACTIVATE.

“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 of the “Stop Vitamin Cruelty” campaign, which includes original characters, animated spot, OOH across wild postings, wallscapes, digital ad units, urban panels and a Facebook app. Creature vs. Culture partnered with 1stAveMachine’s Tomi Dieguez and his animation studio, Punga, for the design and animation, and Casserole Labs for the Facebook app.

Earlier this year, ACTIVATE expanded distribution to the East Coast in New York, Boston, Connecticut and New Jersey, after experiencing success on the West Coast. ACTIVATE contains no sugar, no calories, and is naturally sweetened with Stevia, providing a delicious beverage choice for people who want to GET ACTIVATED.

ACTIVATE Drinks retail for $1.99 and are also available online at FreshDirect and Amazon. To locate ACTIVATE at a nearby retailer and for additional information, visit

About ACTIVATE Drinks

ACTIVATE offers a collection of innovative, nutrient-enhanced water beverages in a range of varieties, free of sugar, calories and preservatives, that makes it easy and convenient for consumers to GET ACTIVATED. ACTIVATE originated interactive cap technology in 2008, which keeps nutrients fresh and separate from water until consumption. ACTIVATE delivers a satisfying option that combines function and performance without having to sacrifice on great taste.