Coral Reefs Become Placeholders for a New Kind of Outdoor


Coffees of Hawaii put a floating coffee bar on the swim course at Kona during the Ironman Triathlon World Championship. (They did it last year too. See pics.)

To ensure nobody would miss the hype-heavy, espresso-peddling raft bobbing near shore, it targeted swimmers with ads on the sea bed.

Neat idea. Neater still: if the flyers were clues to an undersea treasure hunt, and if, at the end of the hunt, people found -- not dubloons! -- but hazelnut coffee bean samples. Their expressions alone would make the effort worth it.

by Angela Natividad    Oct-14-08   Click to Comment   
Topic: Brands, Events, Guerilla, Promotions   

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If you'll pardon the pun, this is a new low for advertising.

Vacationers go snorkeling to enjoy the beauty of the reefs and the exotic sea creatures that live there, not to read underwater billboards. Christ.

Posted by: Timbo on October 14, 2008 12:10 PM

Those billboards were there only during the morning swim of the triathletes and taken out right after each day. There are truly no snorkelers during that time as they would get "rushed" by about 2000 triathletes and their closest friends, plus the snorkelers find more serene spots on that great Hawaiian island anyway.

Posted by: Herbert on October 14, 2008 12:37 PM