Glacéau vitaminwater's World Cup 'Shoot to Win'

As we are all well aware the 2014 World Cup is fast approaching, tickets to Rio are being booked, bets are being placed and brands around the globe are surfing on the ‘World Cup Wave’.

Glacéau vitaminwater, from Coca-Cola Enterprises Ltd (CCE), are well aware of the buzz created by the world cup. For example, during the World Cup period in 2010 retail sales rose by 2.2%. This month Glacéau vitaminwater are capitalising on the buzz in Britain by launching a World Cup on-pack promotion. The promotion, ‘Shoot to Win’, challenges consumers to capture an ‘everyday colourful moment’ for a chance to win a camera and a trip for two to watch a 2014 FIFA World Cup quarter-final match. Not a bad prize unless you're an England supporter, hate loosing and disagree with pundits who know that we're likely to be knocked out by the hosts, just like we were in the 2002 World Cup. Although it's not all bad I guess, you've still got a camera.

Being supported in-store and via social media platforms the competition will reach, and appeal to, football fanatics, as well as consumers who enjoy taking photographs. According to Caroline Cater, CCE’s Operational Marketing Director, Glacéau vitaminwater is running this promotion to encourage “trial of the brand”, drive “repeat purchase” and ultimately help to drive CCE’s sales in the upcoming months.

I imagine that Glacéau vitaminwater are looking to capitalise on this sporting event in the same way they capitalised on the Olympics, where they had a huge success growing their business by 34%! As we get closer to the Olympics I’m sure a lot of brands will be doing the same thing ;);).