Activate has bolstered its paid-media effort behind cap-activated functional drink, harnessing NFL quarterbacks Phil Rivers in Southern Calif and Josh Freeman in Tampa/Orlando, Fla, in campaign that melds outdoor ads, radio, promos, POS and personal appearances. Rivers campaign launched in San Diego, Orange County and LA a coupla weeks ago, using billboards, wrapped buses, branded bus shelters, digital ads, POS and radio. One billboard shows Rivers in frontal shot with left side of torso attired in football jersey and right side in business suit. "100% Playmaker," says copy at left. "100% Shot Caller," says copy at right, adding: "True potent vitamins with a twist." Another ad goes with "100% Field General . . . 100% Backyard Warrior." Fewer details yet on Freeman campaign, launching this week in Fla, but Activate will give away VIP experiences with both Rivers and Freeman via Facebook app.

As reported (BBI, Oct 4), Activate marketing chief Jesse Merrill this fall has been developing first orchestrated marketing effort to explain premise of vitamin line, which uses cap activation at time of consumption to avoid degradation of ingredients sitting in water. Initial phase of campaign last mo used cheeky ads in Southern Calif with slogans like: "Want fresh vitamins? We twist the cap, not the truth." Endorsers like Rivers and Freeman were selected because they hold local appeal and go beyond sheer celeb appeal in emboding "notion of living life at 100%," as Jesse has explained it in past . . . Separately, co has added Greg Moran to national account team headed by Pat Sanderlin. He takes over Southeast region after 13 years working brands like Sweet Leaf Tea, AriZona and Jones Soda.