Highland Spring, the leading UK produced brand of bottled water, is set to launch its biggest ever integrated promotion, driving bottled water sales over the lucrative summer months. New Balls for Britain invites consumers to collect promotional codes on special packs to redeem against a selection of high quality branded sports balls.
On shelf from May, Highland Spring has committed significant investment to support the promotion, with a trade and consumer advertising campaign. A wide range of striking POS material has also been produced to help retailers capture greater share of the bottled water category and this year an increased focus has been given to supporting the cash and carry and wholesale channels.
The campaign reflects Highland Spring’s ethos of encouraging families to get active whilst incorporating ‘healthy hydration’ into their lifestyle. The brand is also committed to investing in communities and nurturing future sports stars from the grassroots up – a key facet of the campaign will be the donation of giant ‘ball boxes’ to local worthy causes.
Consumers can redeem their codes online at www.newballsforbritain.com and, once registered, will automatically be entered into a free prize draw to win a fantastic sporting break to one of five exciting destinations including Barbados, Rome and La Manga.
Paul Condron, head of brand marketing at Highland Spring commented: “New Balls for Britain builds on the success of last year’s hugely popular Best Seat in the House campaign. Continuing our long running association with active sport, the campaign will help retailers boost sales over the critical summer months.
“The key summer trading period sees bottled water sales soar – a 1°c increase in temperature increases sales by 2% in Scotland and 1% in London – and we’ve invested heavily in New Balls for Britain to help retailers capitalise on this.
“This will be a highly engaging promotion with quality premiums across an accessible range of sports with wide consumer appeal thanks to our partnerships with brands like Gilbert (rugby), Mitre (football) and Srixon (golf).”
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