Powerade tackles rugby cup fans

26 July, 2007

Coca-Cola Enterprises has launched an on-pack competition giving consumers the chance to win tickets to the 2007 Rugby World Cup.

The give-away will feature on 4.5 million specially-marked 50cl bottles of Powerade Berry & Tropical Fruits, Cherry , Mango

or four-packs of Berry & Tropical Fruits.

It will be backed by a £1 million marketing campaign that includes TV, press

and on line ads, outdoor posters, PR activity, sponsorship of Virgin TalkSport radio and grass-roots rugby associations.

From mid-August, consumers can text a

code found on the reverse

of the label or enter via theextraman.com. Tickets will be drawn weekly, with one pair of tickets to be won for 13 World Cup matches, including travel and accommodation. Everyone

who enters

will

win a free day pass for

Virgin Active gyms.

Marketing controller Sarah Mitchell said: "Previous on-pack promotions with Powerade and rugby or football ha ve led to major increases in purchase rates of the drink

and we are expecting a similar response to our Rugby World Cup promotion."

The campaign will run with the strapline

20

Teams, 600 Players,

One

Sports

Drink.




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