Britvic and Pepsico has joined forced with environmental regeneration charity Groundwork to release its multi-million pound ‘Transform Your Patch’ campaign across the UK.
The nine-month cross-brand campaign will include Robinsons, Pepsi, Tango, 7UP, Fruit Shoot, J2O, Drench, Lipton Ice Tea, Mountain Dew, R Whites and Britvic and begin in February, with the aim of transforming outdoor spaces and helping communities to sporting and outdoor activities.
Developed by Arnold-KLP, the campaign will see 1cm² of a piece of land across 11 regions, transformed for every single sale of a participating soft drink purchase by a participating brand.
Four types of projects will included, and categorised by each brand, with Pepsi sales going towards 5-a-side football pitch development, Robinsons and Fruit Shoot sales going towards Playgrounds, Communal Parks and picnic areas being developed through J2O, 7Up, Lipton, R Whites and Juicy Drench sales, and Skateparks will depend on the sales of Mountain Dew and Tango.
Working alongside Arnold-KLP will be AMV BBDO on above the line, including a radio campaign featuring the brand portfolio, together for the first time, as well as national and local radio, digital and social media, a print media partnership, celebrity endorsements and PR by Hill and Knowlton.
A community forum will be highlighted within the campaign offering transformational footage, project votes and supporter messages.
Jonathan Gatward, GB marketing director at Britvic Soft Drinks, commented: “With 70%* of people agreeing that brands should do more for local communities and with 2012 being such a unique year for large-scale events that are all about bringing communities together, we know that this is the right time to offer the nation something to get involved in. By partnering with our trade customers, ‘Transform Your Patch’ will reach and engage people in communities across the country, helping to drive soft drink sales while leaving a positive legacy that will endure beyond 2012.”
Amanda Thomson, marketing director for PepsiCo UK, said: “‘Transform Your Patch’ has the power to make a real difference to communities throughout the country. By working with Groundwork to transform outdoor spaces, we will create more opportunities for people to get outside and enjoy themselves, be it to meet friends for a picnic or kick a football around. The Pepsi Max brand has a long association with football and it’s great to deliver a campaign that will not only boost sales but also give people access to brand new 5-a-side facilities.”