Jovē Launch Campaign

Greatest. Summer. Ever!

Overview & Challenge

To introduce Jovē alkaline water, CIIC launched a consumer awareness campaign that included media relations outreach, an experiential activation, influencer relations, and sampling program.

Strategy

To create brand awareness in the brand’s key markets, CIIC managed and executed  a Jovē Hydration Truck Tour activation. The Hydration Truck traveled through three states and 11 cities, where brand ambassadors distributed over 26,000 bottles of Jovē water, branded swag and shared the brand’s key messages with consumers. The Jovē Hydration Truck visited Philadelphia, Miami, Fort Lauderdale, Boca Raton, Sarasota, St. Petersburg, Clearwater, Tampa, Lakeland, Orlando and Nashville. The Hydration Truck Tour resulted in over 158 media placements.

In addition, CIIC planned and executed a media event in Miami to celebrate National Hydration Day and kick-off the Jovē Hydration Truck Tour. CIIC partnered with Yogi Mimi Ghandour to host a yoga session at the Carillon Miami Wellness Resort. A total of 28 media and influencers attended the event, resulting in 52 placements and over 700,000 impressions.

CIIC’s launch campaign also included a sampling program in key target markets. Our team secured sampling opportunities and partnerships with StayFit 305, the Carillon Miami Wellness Resort, the South Florida Bloggers, Miami Mom Collective, among others. 

To reach the brand’s target audience, CIIC spearheaded an influencer program to promote the Greatest.Summer.Ever. campaign. Our team secured paid and unpaid partnerships with lifestyle, wellness, health, parenting and food & beverage influencers to promote our brand messaging and share Jovē ’s launch with their followers.