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vitaminwater
Mom's Hydration Wingman

RAN IN: United States

CLIENT
The Coca-Cola Company

Van Taylor - AVP, Shopper Mktg.
Margaux Gingras - Entertainment Mktg. Manager
Paul Kolenik - Director, Retail Mktg.
Johanna Kosanovic - Sr. Brand Manager, vitaminwater
Kavita Patel - Brand Manager, smartwater
Tara Piper - Director, Entertainment Mktg.
Jace Rhee - Shopper Mktg. Manager
Todd Smith - Brand Director, vitaminwater

AGENCY
Ammirati *Lead Agency

Colin Burns - Managing Supervisor
Eric Rojas - Creative Director


Starcom MediaVest Group


SUMMARY

As a strategic partner, vitaminwater recognized an opportunity to help support Krogers "Health Matters" platform and help Kroger capture share of the enhanced water market. Together, we built a fully integrated program to illustrate how vitaminwater hydration could help to support some active/balanced lifestyle needs of Kroger shoppers, connect with Mom and drive her along the path to purchase and ultimately convert shoppers into buyers. As a result, we built category fundamentals at Kroger such as key brand health metrics (+14%) and vitaminwater volume (+25%).

CASE STUDY

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CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Interactive, Retail Experience, Shopper Involvement

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English