UK soft drinks company Britvic Soft Drinks is to invest £1m in 2003 in refreshing its adult soft drink brand AquaLibra. A host of activity, including an on-pack promotion and links with ballet are planned.
The on-pack promotion will run for four weeks from 11 May, offering two free products from The Sanctuary Covent Garden.
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AquaLibra is also linking with ballet for the second year in succession. In addition to the ‘first night’ sponsorship of Sleeping Beauty at the Royal Opera House in March, AquaLibra is supporting the regional tour of Sleeping Beauty by the Birmingham Royal Ballet, with performances in Birmingham, Manchester and Plymouth throughout June. Sampling will take place within the theatres, backed up by regional promotional activity.
“Our 2003 campaign illustrates the health and taste benefits of AquaLibra,” said Britvic’s adult drinks controller, Katie Rawll. “Our current promotions will further establish AquaLibra as the healthy soft drink option for adults.”
“Research as part of our Right Choice soft drinks management programme shows that the adult population is becoming increasingly health-conscious,” said Britvic’s category director, Andrew Marsden. “AquaLibra, with its natural alkalising effect on the body, is in a key position to drive adult soft drinks sales for our customers.”
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