Gatorade attempts to trump Powerade with biggest on-pack promotion

Gatorade: launches on-pack promotion
Gatorade: launches on-pack promotion

LONDON - Gatorade, the PespiCo owned sports drink, is rolling out its biggest UK on-pack promotion called 'Gatorade Gives Back,' as Coca-Cola launches similar activity.

Created by The Marketing Store, the year-long promotion will launch across the UK later this month and will give consumers the chance to collect points and redeem them against sports related rewards.

The rewards, supplied by the promotion partners including Power Music, New Balance, Neilson Holidays and Polar, range from sports downloads and equipment to sport experience days and sporting holidays.

Consumers are prompted to collect codes from bottles of Gatorade which can be banked online at www.gatorade.co.uk or via text. There will also be a weekly prize draw for participants of the scheme.

The Marketing Store will be responsible for the POS, pack design for the entire promotion which will run across retail, food, convenience, leisure and cash and carry outlets.

Adam Draper, brand manager at Gatorade, said: "We are delighted to have the opportunity to put something back into sport and reward athletes at all levels with the 'Gatorade Gives Back' programme.

"We hope to get as many people involved as possible and I hope that schools, clubs and athletes will take advantage of the range of rewards that are available."

The activity follows soon after Coca-Cola launched a promotion for its sports drink, Powerade. Its on-pack promotion, which runs until the end of February, gives consumers the chance to win a training experience at a football camp in South Africa or at elite rugby camps at Twickenham and Cardiff's Millennium Stadium.

Last month PepsiCo UK & Ireland appointed Amanda Thomson to the role of UK marketing director, to replace Bruno Gruwez.

Thomson who reports to Garret Quigley, general manager at Pepsi, is also responsible for the 7-UP, Lipton Ice and V Water brands. She said at that time of her appointment that one of her priorities would be looking at fresh opportunities for Gatorade.

Gatorade launched in the UK in 2008 and is behind Powerade in sales value. The Coca-Cola sports beverage launched in 2001.

Last year the sports and energy drinks category grew by 3.4% year on year, and is worth £706m in sales, according to Nielsen.

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