Vitaminwater is currently concentrating on promoting its “energy-bossting” characteristics using bus shelters in various cities of the US: New York, Los Angeles, Chicago and Boston. They have equipped each shelter with their advertisement with a 5-volt battery-powered USB port that consumers can use to charge their phones, iPods and gaming devices.
This campaign and effort was made by Crispin Porter + Bogusky. They won the account of this client sometime in May and is a part of Vitaminwater’s “You’re Up” positioning strategy.
Such a strategy is nothing new. Samsung ran this marketing strategy for years now, providing charging stations in airports. Bus stations are new territory now, even though they have been used by the Got Milk? people, who manipulated bus stations in 2009 in San Francisco to smell like cookies.