The cheeky outdoor campaign will run at numerous locations including the largest digital screen in Europe at Liverpool Street Station and the largest backlight site in Europe at Clapham Junction. The campaign creative focuses on simple rainbows of colour and humorous copy lines that bring to life the brand personality.
Outdoor ads include the strap line's ‘more muscles than Brussels,' ‘drink at the first crack of yawn,' and ‘do every one under the sun.'
There will also be a digital outdoor push where technology will allow the brand to send targeted messages to individual consumers in locations in real time through Bluetooth. This will take place in 16 key stations across UK during the rush hour periods. Glaceau hopes to connect with around half a million people and believe that the activity will be the largest personalised outdoor digital advertising campaign to date.
Coca-Cola purchased the brand four years ago and launched it in the UK during May 2008.
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