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
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
Teams, 600 Players,