Coca-Cola Enterprises has announced a new marketing campaign for Glacéau Smartwater to support the brand’s status as official water supplier to this year’s Rugby World Cup, which kicks off in England later this month.
The campaign includes outdoor advertising, point-of-sale activity, sampling, social media support and the release of a special edition bottle to help retailers maximise opportunities around the World Cup. Reflecting Glacéau Smartwater’s vapour distilled formula, the #RugbyDistilled campaign has been inspired by the game’s reputation for smart players and fans. It utilises different rugby phrases and symbols to underline the brand’s association with Rugby World Cup 2015, with slogans including “Try. Convert.” designed to increase trial of the product.
The brand will also produce limited edition 600ml and 850ml bottles with distinctive Rugby World Cup brand in line with the new campaign.
And it will maximise its reach by investing in outdoor advertising at key London transport hubs and on approaches to World Cup stadia, as well as sampling events at locations including Twickenham, Wembley, St. James’ Park and the Stadium at the Queen Elizabeth Olympic Park in East London.
Coca-Cola Enterprises operational marketing director Caroline Cater said: “Glacéau Smartwater has been well received by retailers and consumers alike since its launch last year, and its association with Rugby World Cup 2015 promises to place it at the forefront of the public consciousness. By launching #RugbyDistilled, we’re looking to support retailers by putting together a compelling campaign which will urge consumers to trial Glacéau Smartwater.
“The campaign has been designed to really bring Rugby World Cup 2015 to life, as well as encourage consumers to engage with the ‘smart and witty’ personality of the brand on social media. With a range of point-of-sale and merchandising options, as well as advertising investment, this is a campaign which we’re confident will further boost sales throughout the tournament after an already busy summer period.”N
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