Britvic & PepsiCo drinks brands to raise funds for different outdoor spaces
Howard Lake | 22 January 2012 | News
Soft drinks manufacturer Britvic and PepsiCo UK have launched ‘Transform Your Patch’, a multi-million pound campaign which will involve all their drinks brands generating funds for a range of projects by environmental regeneration charity Groundwork UK.
The nine-month campaign runs form February to October 2012, and is designed to help transform outdoor spaces nationwide, “giving communities more access to outdoor sports, activities and fun”.
The cross-brand, cross-channel campaign will bring together their portfolio of soft drinks brands for the first time. These are Robinsons, Pepsi, Tango, 7UP, Fruit Shoot, J2O, Drench, Lipton Ice Tea, Mountain Dew, R Whites and Britvic. Every purchase of one of these drinks will generate a donation equal to the cost of transforming 1cm² of land.
Some of the drinks packs will feature an actual 1cm² patch to represent the 1cm² of land that will be transformed, alongside the ‘Transform Your Patch’ logo.
Each brand has been carefully matched to four different types of transformation project, designed to appeal to the interests of the different brand’s core consumers:
· 5-a-side football pitches (Pepsi)
· Playgrounds (Robinsons and Fruit Shoot)
· Communal parks and picnic areas (J2O, 7Up, Lipton, R Whites and Juicy Drench)
· Skateparks (Mountain Dew and Tango)
Britvic and Groundwork UK have identified around 165 projects of various sizes to be transformed. These will be “distributed evenly across the 11 regions of Great Britain” to ensure as many people and parts of the country benefit.
Simon Litherland, GB Managing Director of Britvic Soft Drinks commented: “‘Transform Your Patch’ can be truly transformational for Britvic this year. From skateparks to picnic areas, not only will it help transform the visibility and credibility of our brands in a highly competitive market, but more importantly ‘Transform Your Patch’ will bring people together, fuelling social change and helping local communities create a lasting legacy they own. This is what makes this a truly inspiring programme that we feel proud to be part of.”
Consumers will also have an opportunity to vote for a particular project to receive additional funding.
www.groundwork.org.uk
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.