PepsiCo UK and Britvic this week unveiled a new, collaborative, multi-million pound campaign, bringing together the leading soft drinks portfolios of both organisations for the first time.
The initiative, 'Transform Your Patch', will contribute towards the regeneration of up to 165 outdoor spaces throughout the UK, giving communities better access to sports facilities, parks and football pitches where people can socialise, exercise and stay healthy, promoting feelings of wellbeing.
Consumers will be responsible for driving the success of this initiative. The sale of each promotional pack will translate into a 1cm² piece of land that can be transformed into outdoor space. Key Impulse packs which are being sold across the brands will even feature an actual 1cm² patch to represent the 1cm² of land.
Each brand corresponds to a different project; Pepsi sales will contribute to five-a-side football pitches, Robinsons and Fruit Shoot to playgrounds, J2O, 7UP, Lipton, R Whites and Juicy Drench to communal parks and picnic areas, and Mountain Dew and Tango to skate parks.