KeVita, acquired in late 2016 by PepsiCo, is launching its most ambitious advertising campaign since its founding in 2010.
The social media-focused “Alive Like You” campaign represents the probiotic beverages brand’s largest investment to date in overall media spend, media channels used, and branded content created, KeVita director of marketing Andrew Thomas tells Marketing Daily.
KeVita’s products — dubbed “living liquids” for marketing purposes — include sparkling probiotics, master brew kombucha tea, and vinegar tonics.
The creative, from agency of record Integer Group, seeks to “celebrate that KeVita’s products are bubbling with liveliness, just like our fans,” says Thomas.
The campaign kicked off with a series of five, 30-second videos of real brand fans engaging in their passions and telling their inspirational stories, including a professional ballerina (below), a surfer, a yoga instructor, a musician and a jam skater.
The videos, which have each drawn more than 300,000 views on YouTube since being posted in late January, are also featured on a campaign site — along with a user-generated content contest being launched today.
To enter the contest, fans are being asked to share about what makes them feel most alive, either uploading their stories on the campaign site or posting them on Instagram or Twitter with #AliveLikeYouContest, by April 19.
Three grand prize winners, chosen by the brand, will each receive $2,000 “to fulfill their passions.” The first 2,000 fans who enter will become honorary ambassadors and receive “Alive Like You” shirts.
“We hope that the videos will engage and inspire our fans to share their own stories,” says Thomas, who notes that the contributions will serve to reinforce “the spirit and lifestyles that personify KeVita’s brand ideals.”
KeVita will repurpose content gathered through the contest, including using favorite stories in future marketing efforts.
The campaign will also include targeted out-of-home advertising, digital advertising, influencer integrations, retail promotion and sampling events.
Ignited handled media and the website, Havas is handling events and Golin is doing PR.
Founded by nutritional consultant Chakra Earthsong and entrepreneur Bill Moses, KeVita continues to operate independently out of production and bottling facilities in Oxnard, Calif.
PepsiCo’s acquisition “has allowed us to expand our entire operation, while remaining true to our original recipes and continuing to operate with the entrepreneurial, creative spirit that is at the core of our brand,” according to Thomas.