POWERADE RUNS NOVEL ON PACK PROMOTION
Powerade is running what it describes as its most exciting on-pack promotion yet, for consumers to win a once in a lifetime training experience at either a football camp in South Africa or elite rugby camps at Twickenham and the Millennium Stadium.
From 1st to 28th February, every purchase of Powerade enables consumers to enter a daily draw to win one of over 100 ‘money-can’t-buy’ training sessions as well as tickets to either a FIFA World Cup™ or International Rugby match. To enter consumers simply buy a bottle of Powerade, text the code on the label or go to Poweradegb.com to see if they have won. The limited edition pack features inspirational pictures of Wayne Rooney and Shane Williams for great shelf standout.
Powerade will be an official sponsor of the FIFA World Cup™ in June and also continues to support the English, Welsh and Irish rugby teams throughout 2010 as well as heavily promoting its partnership with Wayne Rooney and Welsh winger Shane Williams.
To support the campaign throughout the RBS 6 Nations and as part of the build up to the FIFA World Cup™ later in 2010, the integrated marketing activity will include press and digital advertising and national TV advertising.
Selena Taylor, Trade Communications Manager at Coca-Cola Enterprises (CCE), said:
“The Powerade brand is now worth £34.5m , with 56% of brand sales being incremental to the sector . We expect our new ‘Ultimate training Experience’ on-pack promotion will boost consumer awareness, drive purchase intent, and increase incremental sales for retailers.
“There are 9.8m 18-40 year old adults that participate in sport in Great Britain and nearly 80% of those participate in one of Powerade’s sponsored sports , therefore our association to the two biggest team sports in the UK with two of the best know sportsmen create a great opportunity for us to raise awareness of the brand and appeal to our core consumer. With substantial TV support for the latest money-can’t-buy opportunity, retailers should make sure they have sufficient stock to deal with increased demand.”
Related posts:
- COCA COLA INTRODUCES NEW POWERADE ION4
- COCA-COLA’S NEW POWERADE DRINK ENTERS THE ENERGY DRINKS SECTOR
- Training benefits highlighted
- PETER’S REACH THE SUPER LEAGUE
- BEIJING GETS ITS OWN BARISTA & COFFEE SCHOOL
- UK CONSUMERS SET TO PROVIDE WORLD CUP BOOST TO ECONOMY
- The UK’s First Dedicated Functional Food Centre Launched
- WELSH ASSEMBLY APPOINTS NEW TRADE DEVELOPMENT CHAIR
