Glaceau is pitching new Vitamin Water products at a top Spring Break destination this month.

The beverage company is setting up a Vitamin Water Oasis on East Beach in Panama City, FL, March 11-16 to let college breakers relax and try some of its new products. Brand reps will distribute about 4,000 10-ounce bottles of its Revive and Energy drinks from a Tiki bar-type display.

In addition, a contest on the beach will have college students digging through sand castles constructed to look like bottles of Vitamin Water to find real bottles of the beverages. Prizes include gift certificates to a local convenience store, iPod shuffles and video games. Sand castle-building lessons will be offered.

“We tried to create a fun element,” said Bobby Markowitz, vice president of events, sponsorships and promotions for EarthQuake Media, the New York agency handling the promotion. “We didn’t just want to have an oasis tent and give out samples. We wanted to have some interactive element to get kids to spend time with us.”

The campaign, which costs an estimated $40,000 to $50,000, sets new ground for Vitamin Water. The southeast region is a new market for the brand, Markowitz said.

The company wants to take reach students after a night of partying to promote its vitamin-filled beverage line.

“It's perfect for Vitamin Water,” Markowitz said. “It’s the perfect environment for them.”

Signage, a radio remote and airplane-pulled banner ads will support the promotion.

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