Ballygowan Go ‘Gold’ For Cancer Awareness
Published on Apr 14 2014 1:26 PM in A-Brands
Ballygowan Natural Mineral Water has launched a new marketing campaign in conjunction with the Irish Cancer Society and its Northern counterpart Marie Curie Cancer Care.
As part of the ‘Ballygowan Gold’ campaign from now until September, bottles of Ballygowan will feature gold labels displaying the Irish Cancer Society logo. A donation will be made to the cancer charities for every bottle sold during the campaign.
Ballygowan has invested €500,000 into the ‘Gold’ campaign which will include TV radio, in-store theatre, promotions, trade press, events and digital activity. Leonie Doyle, director of brand marketing at Britvic Ireland said, “The campaign encourages consumers to ‘B part of it’ and raise much needed funds for cancer services in Ireland, simply by choosing a bottle of Ballygowan. Our research suggests that the Ballygowan Gold campaign will have a positive impact on consumers, with 93% of consumers saying they would be more likely to purchase Ballygowan because of the campaign’s link with the Irish Cancer Society.”
Ballygowan Gold is available nationwide in 500ml, 750ml, 1L and 2L bottles until September 2014.