The central component of the campaign is the ‘Get Britain Sch…wimming’ on-pack activation, which encourages consumers to participate in active lifestyles by introducing a year-round scheme offering free swimming to all consumers ahead of the Olympic Games.
The integrated campaign combines outdoor, radio, digital and PR. Every promotional Schweppes Abbey Well bottle cap is valid for a free swim on a Monday at 350 participating pools in the UK. For every free swim redeemed, Schweppes Abbey Well will donate £1 towards projects to get Britain swimming.
The campaign also incorporates digital elements. This includes a new brand website that helps consumers find their nearest participating pools in the promotion, as well as great swimming-related content. The online activity will be complemented by a paid search campaign to direct consumers to the website.
Cathryn Sleight, marketing director of Coca-Cola Great Britain, said: “As an official partner of the London 2012 Olympic Games, we’re committed to helping the Games’ organisers achieve their legacy of getting more people active. This activity will stimulate people to rediscover the joys of swimming and all of its resulting health benefits.”
CCGB acquired the Abbey Well brand in November 2008 and placed it under its Schweppes brand.
Source: Coca-Cola Great Britain
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