Integrated campaign encourages Britons to get active in the run up to London 2012
Schweppes has relaunched its ‘Schwim Free’ integrated campaign as it aims to get more Brits active as the official water of the London 2012 Olympic Games.
With taglines including “Don’t splash out” and “Take the plunge”, the campaign allows consumers to exchange Schweppes Abbey Well bottle caps from limited-edition packs featuring the ‘Schwim Free’ tagline at 440 participating pools nationwide to receive a complimentary swimming session on any weekday.
As well as on-pack and digital elements, the campaign includes high impact 6 sheets showing Schweppes Abbey Well bottles poised on a diving board.
Zoe Howorth, market activation Director at parent company Coca-Cola GB, explained: “As the official water of London 2012, we are committed to getting Britons active and encouraging them to enjoy swimming with Schweppes Abbey Well. Since its launch in 2009, the ‘Schwim Free’ campaign has grown in popularity with more than 100,000 consumers taking part in the initiative to date, and we are proud to be expanding the activity for 2011.”