Crystal Light celebrates the weird

The beverage mix brand is leveraging Vine to create personalized commercials for consumers.

Crystal Light is promoting the launch of its latest product line and new flavours with a campaign that celebrates the things that it says makes millennial women quirky and unique.

Called Crystal Light Liquid, the product line offers flavours like Strawberry Lemonbabe, Mango Passionate, Blueberry Razz and Iced Tease Me.

With creative by Taxi 2 and media by MediaVest, the “Weird, Wonderful You” campaign is leveraging the Vine app for a promotion called “Weird Wonderful Wednesdays.” Using a targeted Facebook buy, the brand invited consumers to share what makes them “weird and wonderful” on its Facebook and Twitter pages.

In return for each submission, the brand is working with Taxi 2 and Toronto-based Tinman Creative Studios to create personalized six-second commercials for each consumer, which are released on Wednesdays.

Joseph Mele, brand manager, cold beverages, Kraft Foods Group, says that the use of Vine is a first for Crystal Light. He says that the brand was looking for a way to modernize its brand image, adding that the use of Vine offered Crystal Light an opportunity to reach out to a new, younger audience of women aged 18 to 35, and get them to engage with the brand on a more personal level and share the brand with their friends.

He says the use of personalized Vine commercials was also an ideal complement to Crystal Light’s “Make it you” brand message.

The Vine activation is anchored by a paid media campaign that launched in mid-May, with TV spots on English-language conventional and specialty channels like CBC, CTV and W Network. The TV spots were supported by digital pre-roll on YouTube and a buy on Facebook.

“Weird Wonderful Wednesdays” will run throughout this month, while the rest of the campaign will be in market until September.