Aqua Pura signs new deal with Race for Life
10 Jun 2010
The new charitable deal is designed to drive increased awareness for Race for Life and Aqua Pura, which already sponsors UK Athletics and the Great Run series.
As official water partner for over 230 Race for Life events taking place across the UK this summer, Aqua Pura will be distributing water to an estimated 700,000 participants and their supporters.
The partnership will be supported by a new high profile press advertising campaign in women’s lifestyle magazines, in-store promotions and a major ‘text to win’ on-pack promotion – offering consumers a chance to win a complete sports makeover and raising additional money for Cancer Research UK’s life-saving work.
It is part of a major programme of ongoing investment for the Aqua Pura brand, which unveiled a major relaunch last month including a fresh new look and new 100% Pure Cumbrian strapline emphasising its water source in the heart of the Cumbrian fells.
Graham Breed, marketing director for Aqua Pura, said: “Our research showed that consumers are keen to use their purchasing power to support products – such as charitable or fair-trade ranges – that have a positive impact on the world around us.
“This feel-good factor is something that we wanted to incorporate into our re-launched Aqua Pura range and, as a leading British water brand, we were also keen to support a charity at the heart of the community in the UK.
“Partnering with Cancer Research UK provides an opportunity to raise money for a cause that is close to the hearts of millions of our consumers – to give something back while also strengthening awareness of our brand.”
Charlotte Webb, senior manager for partnerships at Cancer Research UK, said: “Since Race for Life began in 1994, an incredible 4.7 million women across the UK have raised over £327m to fund Cancer Research UK’s life-saving work.
“We’re excited by the potential of the partnership with Aqua Pura and with their support we hope to increase the popularity of the event series further and encourage even more women to take part.”
Aqua Pura’s Race for Life promotional packs will be available at all Race for Life events and in-store from mid June.