The ’Schwim Free’ campaign will run throughout 2010, and feature on-pack, digital and outdoor activity offering free swims at 500 pools nationwide.
To take part, consumers exchange promotional Schweppes Abbey Well ’Sch…wim cap’ bottle tops at participating pools.
Tongue in cheek outdoor ads, featuring taglines including “Don’t spend a penny in the pool”, will drive awareness of the offer.
Online activity includes a ’Schwim Free’ microsite, allowing swimmers to search for their nearest participating pool via a Google maps application.
The ’Schwim Free’ offer will also be communicated on all 500ml and 750mL PET packs.
The activity coincides with an updated packaging design for the brand which celebrates the provenance of Schweppes Abbey Well and aims to communicate more premium cues.
Additionally, as part of a commitment to constantly improve the environmental sustainability of Schweppes Abbey Well, in 2010 the brand will introduce 25% recycled PET content in all bottles, as well as reducing the bottle weight by 24%.
In 2009 over 45,000 free swims were redeemed, with Coca-Cola expecting even higher numbers this year given that there are more pools involved.