Check out the liquid stuff all have recommended but if the kid will eat regular gummies, why don't you give him a small bowl and hide the vitamin in with his non vitamin peers?
My youngest son would not take pills. We didn't have problems with the vitamins because the older sibling was doing it, if anything it was keeping them out of the gummies because they wanted to eat the whole bottle in one day, sigh.
He has allergies and borderline asthma so we had to get some pills into this kid. They weren't even big horse pills like I have had to take over the years, small ones. We fought and tried everything (mashing in food, dissolving in hot chocolate, cutting into even smaller pieces) and it was horrible, you would have thought we were killing him. Then one day he just took them, I was overjoyed but sort of sat wondering why we had to go through months of fighting and then he just does it.
So, if you can't get him to take them, try to find an older kid that can model why he would want to do it otherwise, trick him with the regular gummies or just keep trying to get him to take them periodically. At some point he is going to have to take a pill so getting the vitamin thing going can be helpful, I wouldn't abandon it entirely in favor of the liquids.