Gatorade to launch new reward scheme
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Sports drink Gatorade is launching a rewards scheme promotion, a week after it dropped its Gatorade Tiger Focus drink and other products, associated with shamed golfer Tiger Woods.
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The UK campaign will seek to reward active men and women with a year long on-pack-promotion entitled ‘Gatorade Gives Back’. The campaign has been created by The Marketing Store.
Launching in January 2010, the reward scheme offers prizes including top sports equipment, music downloads, money can’t buy experiences and sporting holidays bringing the prize fund to over £1m.
To obtain these prizes consumers need to collect the codes on bottles of Gatorade that correspond to a nominal point value. These codes are then banked online or via text using the number provided on the label.
They can then be cashed in on a wide range of sports-related rewards from partners such as New Balance, Polar, Power Music, Neilson Active Holidays and The National Magazine Company.
There will also be a weekly prize draw for registered participants in which each entry will require one point to be spent, with the winner recieving one of 52 prizes ranging from training days with Olympic athletes to tickets to 2010 sporting events.
Adam Draper, Gatorade brand manager, says: “We are delighted to have the opportunity to put something back into sport and reward athletes at all levels with the ‘Gatorade Gives Back’ programme. We hope to get as many people involved as possible with schools, clubs and athletes taking full advantage of the fantastic rewards that are available. We recommend that retailers and leisure managers get stocked up on Gatorade to take full advantage of the increased exposure around the promotion.”
World Record 400m freestyle swimmer and Gatorade athlete Joanne Jackson is backing the campaign.
She says: “Athletes thrive on incentives and the ‘Gatorade Gives Back’ scheme will drive sports men and women at all levels to train harder, drink more Gatorade, and reap the rewards of doing both. Rewards available through ‘Gatorade Gives Back’ can really help local clubs as well as individuals so collecting as a team will see the more sizeable targets become more manageable with a collective effort!”
The drink is owned by PepsiCo and is distributed in the UK by Britvic.
Readers' comments (2)
Anonymous | Mon, 18 Jan 2010 1:56 pm
When does this start? I can't find it anywhere?
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Rory | Sun, 11 Apr 2010 12:59 pm
I have to hand it to the team at Britvic for coming up with a really compelling and engaging promotion. With events such as the London Tri coming up in August with an expected 10,000 new competitors who are looking for energy drinks to help them through the tough regime, this is a great idea for building loyalty. The only problem is that the lack of distribution of promotional product in outlets has created the opposite. As a (wanna-be) athlete, I purchased a 4 pack of Gatorade a few weeks ago. Since then I’ve needed to top up and have visited a number of corner shops and the likes of Superdrugs in train stations to get my promotional bottle. They have Gatorade in these shops but not the promotional packs so I can’t help but feel cheated if I buy a bottle that doesn’t give me my promotional code!!! That has resulted in an anger and I’ve purposely switched to Lucozade where I can’t get my ‘Sports Reward’ from Gatorade. I’m not alone in my thinking and I’m sure the guys at GSK are delighted the Britvic are pushing energy drinks sales for the market and not just for Gatorade. Shame, it could have been a hugely successful campaign.
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