Glaceau is the pioneer and leader of the enhanced water category. The Glaceau brand is widely recognized as one that has revolutionized the beverage industry gaining a significant foothold in a fearlessly competitive and saturated market.

Goal

To increase brand recognition and product sales conversion with influencers in the millennial audience.

Challenge

The idea of vitamins and water was unfamiliar to the youth audience. Glaceau needed to change consumer perceptions to gain share of throat in a highly saturated market.

Solution

Premise developed an immersive word of mouth marketing program for Glaceau that targeted teens and young adults where they thrive.

Immersive Execution

We started working with the Glaceau team during the brands west coast launch at grass roots events. Premise had so much fun with the crew that it quickly expanded into word of mouth marketing adventures that were national in reach.

Premise helped authentically immerse the Glaceau Vitamin Water and Smart Water brands at concerts, events, clubs, and malls across the nation - hitting the right people at the right places. We rapidly built brand awareness and product adoption through the innovative "hydrology" sampling program that consisted of a low budget mobile "water bar". Consumers received free product samples (and sometimes mixed drinks) while hearing about the benefits of drinking the all natural, low calorie, vitamin-packed water. A vehicle program was deployed centered on an engaging 'spin and win' game that could be customized per event. Premise built a home delivery program known as 'water drops' by leveraging relationships with influential young people recognized in niche fashion, art, music, and sports markets. These young people made up a diverse group ranging from up and coming athletes, emerging artists, to the coolest girl on campus; but they all had one thing in common -- they loved the product and were raving fans of the brand.

The Glaceau immersive program provided exposure at high profile music events and national tours through authentic sponsorships and permission-based guerrilla marketing including; The Game Show @ ASR Trade Expo, VIP event at Sony Studios, backstage hydration for Blink182 during the Tony Hawk Foundation Stand Up For Skateparks benefit, relevant urban art shows and numerous others!

Impact

Generated brand awareness, respect and most importantly brand loyalty among targeted hard to reach youth, young adults and their families.

Hydrology sampling created increased consumer demand and retail sell-through. Customer conversion was extremely high at 34% post single bottle sampling.

National tour exposure successfully introduced Glaceau Vitamin Water brand into new markets, in many cases distributors didn't even exist yet - enough said.