Powerade readies iPod promotion

Coca-Cola Great Britain & Ireland is launching an on-pack competition giving away 50,000 iPod shuffles to push sales of its sports energy brand Powerade this Autumn.

Powerade campaign

The on-pack promotion aims to motivate consumers to get exercising as part of its partnership with the Great Events Series, which includes challenges like the Bupa Great North Run and associated Take to the Streets intiaive. Powerade is the official sports drink of Team GB at the Olympics.

Consumers that buy a bottle of ‘Powerade’ from October will have the chance to win one of the iPod shuffles.

Every winner will also receive a free downloadable training tool called Powerade Pulse. To enter consumers check the number on the label of the bottle and go to Poweradegb.com to see if they have won.

‘Powerade Pulse’ is a bespoke ‘Powerade’ software programme that scans a customer’s digital music tracks and creates a play list at a designated Beats Per Minute (BPM). This allows users to customise the pace and time they are looking to train to.

The promotion will be supported with an integrated marketing campaign developed by Iris, including outdoor and digital advertising and promotional activity to drive readers to ‘Powerade’ website.

The Powerade brand is now worth £37 million (AC Nielsen retail value MAT up to 1 August).

Selena Taylor, trade communications manager at CCE, says: “As the official sports drink of Team GB this promotion is a perfect fit for the ‘Powerade’ brand. With this great prize on offer, awareness of the brand is set to rise and retailers should expect to see increased demand in-store.”

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