KeVita is a beverage brand that is engineered for adventurous, health-conscious shoppers.
The PepsiCo-owned drinks line is undoubtedly at the cutting edge of the latest industry trends, as it offers 12 variants of kombucha, ten flavors of probiotic beverage, and four tonic-based drinks that feature apple cider vinegar.
But it also relies on sweepstakes – a classic tactic from the marketing playbook – in the pursuit of consumer attention and activity on social media.
In fact, the strategy is not as a one-off, tactical endeavor, as the KeVita “Drink in Culture” contest is very much an anchor in the marketing...