Glacéau Smartwater unveils Rugby World Cup Twitter ticket promo
Friday September 18, 2015 at 9:37am
Coca-Cola Enterprises Ltd (CCE) has announced a new marketing campaign for glacéau smartwater, reflecting the brand’s status as Official Water Supplier to the Rugby World Cup 2015, which kicks off today (September 18th). Fans are being encouraged to tweet six word summaries of RWC matches for the chance to win tickets. The campaign includes outdoor advertising, POS, sampling, and a special edition bottle, as well as the social media support on Twitter. Reflecting glacéau smartwater’s vapour distilled formula, the #RugbyDistilled campaign has been inspired by the game’s reputation for smart players and fans. It utilises different rugby phrases and symbols to underline the brand’s association with Rugby World Cup 2015, with slogans including ‘Try. Convert.’ to encourage consumers to sample glacéau smartwater. The Tournament will also see the production of special edition 600ml and 850ml bottles, with a distinctive Rugby World Cup 2015 branding in-line with the #RugbyDistilled campaign. Helping to maximise its reach, #RugbyDistilled will be supported by POS and display merchandise in-store, as well as outdoor advertising at key London transport hubs and on approaches to Rugby World Cup 2015 stadia. The Twitter campaign, supported by digital advertising, will challenge the smartness of rugby fans by encouraging them to share their six-word summaries of Rugby World Cup 2015 matches for the chance to win tickets to some of the Tournament’s biggest matches. The brand will also be the sponsor of ITV's Rugby World Cup "highlights of the match" content on Twitter through the Twitter Amplify service. Meanwhile, rugby fans will get an opportunity to sample glacéau smartwater for themselves, with bottles set to be given away on match days at Rugby World Cup 2015 stadia including Twickenham, Wembley and the Stadium, Queen Elizabeth Olympic Park, in London, St. James’ Park in Newcastle, and as at train stations in both cities. Caroline Cater, Operational Marketing Director at Coca-Cola Enterprises, says: “The campaign has been designed to really bring Rugby World Cup 2015 to life, as well as encourage consumers to engage with the ‘smart & witty’ personality of the brand on social media. With a range of point-of-sale and merchandising options, as well as advertising investment, this is a campaign which we’re confident will further boost sales throughout the Tournament after an already busy summer period.” Launched in September 2014, glacéau smartwater is made from British spring water which is vapour-distilled and then condensed, before electrolytes are added.