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At last: advertising you'll be glad to see.
Vitaminwater is highlighting its "energy-boosting" properties with bus shelters in New York, Los Angeles, Chicago and Boston with a 5-volt battery-powered USB port. Using the port, consumers can charge their phones, iPods and gaming devices.
The effort is the first from Crispin Porter + Bogusky, which won the account in May and is part of Vitaminwater's "You're Up" positioning.
Offering a charge to consumers isn't new. Samsung has been running charging stations in airports for years. But bus stations are new territory -- although they've been used in experiments before, most notably by the Got Milk? people, who rigged bus stations in 2009 in San Francisco to smell like cookies.