Tapping into consumer loyalty by offering shoppers the chance to improve their local area, Britvic has announced its largest ever cross-platform marketing campaign across all brands and channels, with plans for UK wasteland regeneration via its ‘Transform your patch’ campaign.
All drinks sold between February 2012 and 31 October 2012 will carry a 1cm grass patch logo equivalent to the 1cm of wasteland to be regenerated.
Consumers can enjoy the warm, fuzzy feeling of contributing to something long-term via brand loyalty, or vote online for the venue they would like to see built, choosing from playgrounds, skate parks and football pitches, to allotments and community spaces.
Britvic has set aside an undisclosed sum for this working with UK project partner, Groundwork.
“The soft drink business is dynamic and much larger than the profit motive,” said Groundwork’s CEO, Sir Tony Hawkshead.
As the world becomes a more threatening place, the concept of belonging to a community is of increasing importance, according to Britvic GB marketing director Jonathan Gatward.
Pepsi is to focus on the five-a-side football venues, Tango and Mountain Dew on Skate Parks and 7UP and Lipton on community green space, parks and playgrounds. Campaign advertising with the music Altogether Now is to be aired on UK TV shortly.
The need to tap into the consumer viewpoint is critical when it comes to product purchase. Yes, everyone is looking for good value, but the interpretation of value isn't always price. In this case, improving communal space generates that feel good emotion with every purchase, so 'ethical' goes 'local' and combines two big purchase drivers for 2012.
Celebrations such as the Queen's Jubilee will also bring people together, and the resulting street parties will offer yet another occasion for 'small treat' beverage purchase.
Claire Phoenix is managing editor of Beverage Innovation magazine. Subscribe here.
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