Coca-Cola is launching its new glacéau vitaminwater with a massive campaign including traditional outdoor media, ‘special builds’, innovative digital formats and a major sampling campaign featuring fleets of ‘gtvs’ – glaceau tasting vehicles.

The gtvs will visit 17 key cities across the UK including London, Liverpool, Bristol and Edinburgh, as well as key events across the UK throughout the festival season.

The creative uses rainbows of colour combined with cheeky slogans to bring to life the brand personality and showcase the six flavours in the range. Each flavour supposedly has a different functionality, reflected by their names -- power c, essential, spark, multi-v, revive and defense.

The campaign runs for six weeks.

Innovative digital formats will tailor communications to each location and individual consumers; so for example the London IMAX cinema by Waterloo Station will feature a vibrant glacéau rainbow. In addition a nation-wide young design initiative will see an artistic interpretation of the brand campaign take over a statuesque London billboard at Cordy House in trendy Shoreditch.