Coca-Cola Great Britain is to run an integrated campaign to support the launch of the natural mineral water brand Schweppes Abbey Well that aims to get Britons swimming.
The campaign, created by Mother, includes radio, digital and on-pack and outdoor activity and aims to encourage people to start swimming in the lead-up to the London 2012 Olympic Games.
Promotional “Get Britain Swimming” bottle caps can be redeemed for a free session at 350 participating pools with the water brand donating £1 towards related projects for every free swim redeemed.
Digital activity includes a website getbritainschwimming.com and a paid search campaign to publicise the site.
Media planning and buying is being handled by Vizeum.