Glaceau's Vitamin Water Makes Mobile Marketing Splash

Glaceau is going mobile to promote its popular Vitamin Water.

The idea: "attract Generation Y and increase brand awareness" among its consumers.

Working with mobile marketing firm EnMobile, the company has created a new campaign that utilizes a simple SMS (short message service) format where anyone can text in and receive a coupon via their mobile devices by texting “vitamin” to the short code “41513."

Presumably, the short code will appear in future Vitamin Water print, broadcast, outdoor advertising and, of course, packaging.

A great way to connect with Vitamin Water's target demographic, though I suspect the biggest uptake will be from women over 35.

It's great to reach out to Gen Y through such avenues, but this particular brand seems like it skews a little older, and a lot more female.

Which means it could be a total success - just not necessarily the way the brand meant.

Read all about the initiative here.

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