Britvic and PepsiCo UK are running their first ever cross-brand promotion. The Reward Your Thirst campaign has prizes to be won every minute, 24 hours a day, seven days a week. The brands included are all Tango, 7Up and Pepsi variants as well as Drench, Juicy Drench and Mountain Dew. And the promotion is running on all 440ml, 500ml and 600ml PET formats.

Each Reward Your Thirst bottle has a unique code on the pack which consumers need to text in to see if they have won a prize. Winners will be directed to where they can claim their prize. Prizes match the brands so Pepsi Max drinkers, for example, have the chance to win an ’ultimate mates’ US road trip for four people.

Britvic will still reward consumers even if they are not official winners, as every non-winning code can be banked on the Reward Your Thirst website, collected and then exchanged for great retailer discounts.

The loyalty scheme is supported by a multi-media marketing campaign that includes outdoor and digital advertising. Heavyweight in-store pos, price-marked packs and promotions will all ensure that shoppers see the new packs when in store.

Adrian Haylock, marketing development manager, Britvic, advises retailers to stock the entire Reward Your Thirst range to ensure they capitalise on the increase in demand that the loyalty scheme will deliver.

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