Vitaminwater Relinquishes Control
Breaking Ground Vitaminwater is no longer in control of its marketing message and I think that’s brilliant. For the first time that I’ve ever seen in a tv commercial, Vitaminwater is running ads that end by displaying its Faceboook fan page URL instead of a traditional website address. The Future of Advertising? Vitaminwater is combining elements of a variety of different types of marketing – social media, word of mouth, viral, etc. But there are two keys to this campaign: The brand is supporting these types of advertising with nation-wide tv spots being shown during CBS March Madness broadcasts. Vitaminwater is leveraging the genuineness of Facebook instead of using its own website. As consumers have grown more and more wary and immune to advertising messages, they have increasingly been turning to unbiased sources of information for product reviews. Vitaminwater could have opened up its own site to unfiltered user reviews, but that wouldn’t appear nearly as pure as it does when...