Schweppes Abbey Well Kick Starts the New Year and gets the Nation Sch…wimming!

Thursday, December 17, 2009

Following its successful launch in March 2009, Coca-Cola's natural mineral water, Schweppes Abbey Well is kick-starting 2010 with an even bigger and better 'Schwim Free' promotion.

Starting from January 2010 Schweppes Abbey Well is extending and developing its 'Schwim Free' on-pack campaign enabling consumers to claim a free swim on any weekday[1] at more pools than ever[2] by simply taking a promotional bottle cap into any participating venue across the country.

As the official water of the 2012 Olympic Games, Schweppes Abbey Well is committed to helping get Britain more active and as part of this campaign participating pools and leisure centres will also receive an investment from Coca-Cola Enterprises (CCE) to re-invest in their pool and facilities.

To maximise awareness in-store, Schweppes Abbey Well is set to receive an exciting packaging revamp with new pack graphics featuring the updated 'Schwim Free' message on promotional 500ml packs. The new label also benefits from a new premium look conveying Schweppes quality and will feature on all other Abbey Well pack sizes of PET, glass, still and sparkling formats.

The new 12 month campaign will be supported by continued ATL support throughout the year, kicking off with national outdoor press and online, regional radio, PR and experiential activity in January to drive the New Year message.

Jeremy Payne, Revenue Growth Manager at Coca-Cola Enterprises (CCE), says: "Since Schweppes Abbey Well was launched it has grown into a £5m[3] brand and has driven 100%[4] of instant consumption still water growth. This is a clear indication that CCE's focus and investment in the category is beginning to drive purchase behaviour. Schweppes Abbey Well has had an extremely successful launch year with the 'Schwim Free' programme being a key part of this success. Consumer research has shown that the 'Schwim Free' activity has helped to increase purchase intent from 65% to 88%, helping boost sales for retailers overall. We expect our new 12 month campaign will increase awareness of "Schwim Free" and enhance consumer engagement with the Schweppes Abbey Well brand as well as increasing active participation in swimming throughout Britain."

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For more information please contact Carly Thornton at Mercieca on 020 7485 0100 or carly@mercieca.co.uk

Notes to editors

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 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 and remains one of the most innovative brands in the world today.

[1]The 2009 promotion was only available on Mondays
[2]There is now a total of 468 pools participating vs 350 at launch in March 2009 [3] AC Nielsen YTD data to 21/11/09
[4]AC Nielsen YTD data to 21/11/09 (Schweppes Abbey Well has grown by 4.8m compared to the still water sector which has only grown by 3.6m)