Influencing trendsetters out of Shanghai
Sino comms. Coca-Cola has signed up Ogilvy Shanghai as its marketing comms agency in China for the vitaminwater brand. “vitaminwater is definitely the brand to work on,” said Joyce Chang, md of Ogilvy & Mather Advertising Shanghai. “Our plan will not be about one TV commercial or print advertising campaign, it will be about influencing trendsetters in a fun and sexy way.”
Coca-Cola has leveraged the vitaminwater brand in the US by sponsoring online radio streams with Pandora, and by tying with MySpace to offer free music downloads. Facebook gave vitaminwater its Blue Ribbon Award for creativity on the social networking site earlier this year.
