It originates from Activate enhanced waters in Los Angeles, where the brand trialled a pop-up shop in August to promote its products. Consumers could either pay in cash or by performing one of three physical tasks.
The ‘Activated’ activities were not exactly demanding: one minute on an exercise bike, one minute of dancing or lifting a load of bottles, but the idea was certainly imaginative, relevant and fun to observe.
It would take a lot of courage to have a promotion where you first have to shed all the calories in a full-sugar drink.
Richard Hall is chairman of Zenith International
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