Britvic launches new 'Reward Your Thirst' promotion for consumers

Kicking off in November, the 'Reward Your Thirst' campaign will give consumers a chance to claim their share of millions of prizes in Britvic's biggest ever consumer promotion. 'Reward Your Thirst' will run across Britvic and PepsiCo UK's leading on-the-go soft drink brands, maximising the appeal of the promotion to consumers, with prizes to be won every minute, 24 hours a day, seven days a week. The brands included are all Tango, 7Up and Pepsi variants, including Pepsi Max, as well as drench, juicy drench and Mountain Dew. The promotion will run on all 440ml, 500ml and 600ml PET formats, ensuring a consistent look and delivering high impact on-shelf stand out. Codes mean prizes… Each 'Reward Your Thirst' bottle will have a unique code on the pack which consumers need to text in to see if they have won a prize. Winners will be directed to www.rewardyourthirst.com where they can claim their prize. Britvic will still reward consumers even if they are not official winners, as every non-winning code can be banked on the 'Reward You Thirst' website, collected and then exchanged for great retailer discounts. Up for grabs! Linking up with key prize partners such as LoveFilm, buyagift.com, Sky and Puma, all 'Reward Your Thirst' prizes are brand aligned to ensure the consumer wins something that appeals to them. For instance Pepsi Max drinkers have the opportunity to win an 'ultimate mates' USA road trip for four people. Marketing support The loyalty scheme will be supported by a multimedia marketing campaign that includes outdoor and digital advertising to drive mass awareness. Heavyweight in-store POS, price marked packs and promotions will all ensure that shoppers see the new packs when in store. Rewarding sales for retailers Adrian Haylock, Marketing Development Manager, Britvic comments: "We are extremely excited about the new 'Reward Your Thirst' promotion and believe it will engage with consumers and reward their loyalty with prizes they really want. The brands that are part of the 'Reward Your Thirst' campaign are about having fun and enjoying life and we are confident that the initiative will strike a chord with on-the-go consumers. Offering just one promotion across a wide range of brands will also make it easier for retailers to display something that appeals to a large number of consumers. The year-long promotion has great profit opportunities for retailers, as each brand within the promotion is either a market leader or driving growth within its sub-category. Retailers should stock the entire 'Reward Your Thirst' range to ensure they capitalise on the increase in demand that the loyalty scheme will deliver." 600ml format success Britvic's 600ml PET bottle format, introduced across its no and low sugar portfolio in April, has added £9.8million to the on-the-go carbonates sub-category and helped grow the category from a -8.7% decline to up 3.8%2 in just five months*. Increasing rates of sale Available across Pepsi Max, Diet Pepsi, 7Up Free, and Tango, the 600ml format has dramatically increased the rate of sale of every variant (25% to 45% increase) with the star performer being Pepsi Max, which has nearly doubled its rate of sale since April1. Pepsi is also responsible for 94%1 of all cola category volume growth over the last year, making it the fastest growing cola brand1. This is due to a combination of more households purchasing Pepsi and existing purchasers buying more3. Fruit Carbs are flying too Tango and 7Up Free are also responsible for bolstering sales of the Fruit Carbonates category. Thanks to the 600ml format, Tango has grown its rate of sale considerably and is now up by 17% in impulse4. 7Up Free has shared similar successes, gaining distribution within the convenience channel.