A four-week on-pack promotion, starting on 4 October, will give consumers the opportunity to claim a week's free trial at their local Fitness First, which runs 150 clubs in the UK. Ten winners will receive a full annual gold membership worth £600.
The tie-up follows the addition of the Department of Health's 'five a day' logo to Tropicana packs to highlight its nutritional benefits (Marketing, 14 July).
The initiatives reflect PepsiCo's desire to counter government criticism that its products, such as Walkers crisps, are contributing to rising levels of obesity among children. The company aims to emphasise that it offers a balanced range of products.
The Fitness First promotion will appear on all packs in the Tropicana Active Health Range, which comprises Calcium, Multivitamins and Fibre variants. The promotion will be backed by a consumer PR campaign and point-of-sale activity.