'Passion points' key to CSR push, says Britvic marketing director

Jonathan Gatward: Britvic GB marketing director
Jonathan Gatward: Britvic GB marketing director

Jonathan Gatward, Britvic GB marketing director, has said the 'Transform your patch' joint marketing campaign with PepsiCo UK will help the companies brands connect with consumers' "passion points" and their interest in communal events.

The multi-million pound CSR promotion, launched in partnership with environmental regeneration charity, Groundwork, aims to help people better use the outdoor spaces available to them for sport, activities and recreation.

The cross brand promotion, that will run across Britvic and PepsiCo's £2.4bn combined portfolio, from Pepsi and 7UP to J20, drives consumers to an online forum, www.transformyourpatch.com, to get involved with the campaign.

Speaking to Marketing, Gatward said the campaign commits to people's "passion points", to an event or a moment that offers consumers the opportunity to connect with their communities.

Gatward said Britvic has been developing programmes for local communities for a number of years, but has said that last year's Royal Wedding and the post-riot clean-up carried out by Londoners were two "key" events that helped Britvic understand how consumers respond to and involve themselves in communal events.

He said: "We know that big events drive the soft drinks category, such as Robinsons’ sponsorship of the Wimbledon tennis tournament each year, which gets a deeper level of connection with consumers."

He went on to explain that 70% of people believe that brands should be doing more for the community, and that Britvic and PepsiCo hope to leave a "positive and lasting legacy" with consumers by creating something the public can get involved with.

Gatward said the campaign will not be used as a platform to shift the positioning of any of Britvic's or PepsiCo's drinks, but that a long-term media partner for the nine-month campaign would be announced in due course, as will a number of celebrity brand ambassadors.

Targeting a wide range of consumers, from teenagers, to families with children, and adults, the marketing push allows consumers to lobby for 165 outdoor spaces across the UK in need of work to receive funding that will help make the spaces fit for communal use.

It is Britvic’s single largest marketing push for 2012.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers