As its parent company Coca Cola pushes its Olympic sponsorship campaigns, Glaceau Vitaminwater is launching an online strategy with video content, social media, and a campaign site.

This full-spread digital launch has been titled ‘Skip the Dip’, taking on the mock news style to detail how energy dips throughout the day have affected real people.

Launched across Facebook, YouTube and Spotify this campaign is going big, supported by a custom app that lets users produce their own news style feature.

As well as the big digital presence the campaign is going grass-roots, taking sampling and promotional events to universities, gigs, venues and shops.

This ‘street-campaign’ will encourage consumer feedback, as well as drive traffic towards the app to download.

With the Coca Cola branding hitting audiences in full force the Vitamin Water campaign has had to use every weapon its arsenal to stand out.

An expensive approach, but one which if handled well will see big returns.