Win the Ultimate Training Experience with Powerade
This February, Powerade is running 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 [1], with 56% of brand sales being incremental to the sector [2]. 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 [3] 18-40 year old adults that participate in sport in Great Britain and nearly 80% [4] of those participate in one of Powerade’s sponsored sports [5], 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.”
- ENDS -
For more information please contact:
Carly Thornton - Carly@mercieca.co.uk / 020 7485 0100
Notes to editor
- ‘Powerade’ is a registered trade mark of The Coca-Cola Company
About Coca-Cola Enterprises:
Coca-Cola Enterprises Ltd (CCE) is a UK based subsidiary of Coca-Cola Enterprises Inc, the world’s largest marketer, producer and distributor of The Coca-Cola Company’s (TCCC) products.
CCE manufactures and distributes products for TCCC as well as products for other brand-owners, throughout England, Scotland and Wales, employing around 4,500 people in Great Britain across seven manufacturing sites and a number of regional offices and depots.
CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.
CCE manufactures and distributes the following TCCC brands: Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbeywell, glaceau, Relentless, Powerade, Oasis and 5 Alive. In addition, CCE also distributes Monster, Appletiser, Ocean Spray (from 2010) and Capri-Sun on behalf of other brand owners.
CCE has the largest share of soft drinks in the UK [6] with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK’s number one selling soft drink [7] and remains one of the most innovative brands in the world today.
[1] Nielsen Total Coverage; MAT to 05.12.09 vs Year ago
[2] AC Nielsen Retail Value MAT 01/08/09
[3] Milward Borwn 2007 – Inside sport world segmentation
[4] Milward Borwn 2007 – Inside sport world segmentation
[5] Exercise/running, swimming, football, rugby
[6] AC Nielsen Total Coverage to 31.10.09
[7] AC Nielsen Total Coverage to 31.10.09
Coca-Cola Enterprises Registered Office: Charter Place, Uxbridge, Middlesex UB8 1EZ in England, number 27173
All brand names are registered trade marks of their respective owners.
