Hey, Glaceau Vitamin Water: Shut up and let me enjoy the view

that’s the same tactic practiced by every beverage company ever at my uni campus

Ouch!

Do you think if the music selection had been better, it would have been less toss?

…probably not actually

Had the same experience and reaction in Glebe a few times now – across the road from Glebe markets seems a favourite spot for them.

The depressing thing, which may somewhat age me, is that the “kids” did not seem fussed. In fact there was a footpath hindering queue snaking its way at least fifteen folks back from the “party van”. Additionally, some kind of game show wheel was in effect; which you spun to decide what flavour you had won. All of this for a product which is just another value-add for sugar cane.

We have bombarded society with so much advertising, brand, marketing and product spin over the past two decades (since the appearance of digital always-on in our lives) that late Gen Y & Gen Z know nothing else. Regular exposure generally results in a numbing of the senses, ethics and morals as well as the mind’s ability to question and criticise – at least in all but the most ardent humans.

And while I am at it, can anyone let me know if this kind of Gorilla marketing is even allowed under council regulations??

I’d love to know if they’ve got a music licence.

I was there….before the music began.

There was a bit of a crowd around the van without the music, all getting their free samples, and a few people around that area had noticed the small crowd and van and were making their way over to get a free sample.

I really don’t see the need for the music (but I had left, thankfully, before it had begun).

I also heard this at the Glebe markets – so out of place. Yes I’m in my 30s, but I still love loud music – just not rammed down my throat on a sunny morning going to hippy markets! Definately turns me off the brand.

If the music’s too loud, you’re too old 🙂

I was leaving an art exhibition launch on Wednesday night at Willow boutique in Paddington complete with the sort of atmosphere befitting such an occasion, when a couple of Red Bull cars (and of course the girls) pulled up at the front.

I had a similar sort of epiphany as Tim; “get-it-right marketers” to “oh-so wrong”. I mean really, what were they thinking?

i studied some ‘effect’ marketing to see whether or not this trend would work Coca Cola loves stunts. (we are talking about the company that had the words coca cola printed over and over again into the sand)

Preety much over exposure to advertising means that society and gen y in particular are immune to typical web, print and tv advertising and are constantly in needs of alternative ways to attract any attention.

Bummer it ruined your avo but Tim

I’ve always wondered how this happens, maybe when the promo guys get stuck with too many left over samples any tactics or strategy just goes out the window.

Hopefully one day they’ll learn that a popular song played loud isn’t a short cut to interesting, besides the fact that this brand was never about being a noisy asshole, at least be polite and choose a place where loud makes sense.

Advertising can be fun if its done well like these examples http://www.thecoolhunter.com.a.....tallations

This seems to be another case of ‘more budget than brains’.

The other big culprit – Diageo. I feel like I can’t leave the house without effing Sminoff in my face.

Then again, I used to work in FMCG beverages so maybe I’m just jealous of those ridiculous budgets.

They did the same at this month’s (or last month – can’t remember??) Surry Hills market. Just as I approached the florist van thinking how wonderfully cool/urban/local Surry Hills was, my ears were assaulted by Lady GaGa or the Peas or some such overplayed discorelic. So they trashed the Surry Hills Markets brand as well as their own. Interestingly they had very few (two that I saw) takers for their free sugarwater despite the busy crowds. @Curmudgeon Hunter – you are probably right. Too many 30 somethings in Surry Hills. More luck on Coogee Beach or Parramatta Westfield.

What do you expect going for a walk in Bondi you tourist?

There’s barely a day that goes by where Bondi isn’t doing some kind of experiential activation.

I agree Tim – a very “base” marketing campaign. But was the music “bass”?

And Glebe2037, it has been a long time since I have seen a “Gorilla” campaign in Glebe. It was probably back in my uni days in the ’70s, so what I thought could have been a gorilla could have been anything!

‘Base’ tempo? ‘Gorilla’ marketing? Maybe I’m missing some irony…

@John_Grono *looks around paranoid* … Donkey Kong is after us … *runs*

I believe that’s “guerilla” marketing…
Unless you’re making the point that we’re all just noisy naked apes, flinging shit at one another? Which may be deserved, at that…

Although your post is in a negative light, if their plan was to create discussions around the brand or branding activity, then they have succeeded, at least with Mumbrella anyway!

20 comments and however many eyes have read this have just to some extent made it worth it in my opinion. Your brand recall and everyone’s reading this post will be higher.

Pssst … Glebe2037. Don’t run … especially with open scissors. You may trip. And when you trip you may see gorillas. Uh-oh … flashbacks!!!

@Dancing_Monkey the use of the term Gorilla Marketing was deliberate … think more fungal than viral 😉

Ooook?

…and with that, the Mumbrella comment thread reaches an all time high…;)

Looks to me like it’s done by adnews’s experiential agency of the year Urban Media: http://twitter.com/Urban_Austr.....5083995144

Vitamin Water does the same in Chapel St, Melbourne. The last time I heard it I did think ‘how annoying’ but at least it made me look…