The on-pack promotion, created by Edinburgh agency Multiply and going under the title, ’best seat in the house, was created to raise awareness of the brand’s sponsorship of tennis champion Andy Murray.
Consumers can collect tokens on special promotional packs and redeem against outdoor picnic and tennis rewards. Consumers can register and download a collector card from a dedicated micro-site, www.iwantthebestseat.com.
The supporting multi-channel campaign, devised by Glasgow-based Merle, will span outdoor advertising, bus and taxi advertising in London and Scottish cities, trade press, consumer websites and the tennis pages of the nationals, as well as in-store point-of-sale in key multiple retailers.
Highland Spring, the UK’s largest bottled water supplier, bought the bottled water division of Dublin-based Greencore Group for £17.5m last November.