Press Pack Page 1 of 5
Background to the event Did you know? Race Director, David Bedford, has been involved since the first marathon in 1981 Over 450, 000, 000 has been raised over this time this makes the VLM the largest fundraising event in the world. The main sponsors are Virgin (Money); adidas; Lucozade and Holiday Inn 36,000 runners and only 2% of the runners are elite TV audience: 6.5 million viewers Average time product branding featured on the BBC: 40 min Coverage: 150 countries Course spectators: 500,000 people Fastest man Sammy Wanjiru (Kenya) in 2.05.10 (2009). The line up for this year includes six runners who have run faster than 2:05:30. Fastest woman Paula Radcliffe (UK) in 2.15.25 (2003) Background to Nestle Pure Life in the UK Nestle Pure Life was launched in early 2008 in a 12 x 50cl pack format into Asda for a 12 week trial and following its success was rolled out to all the other major multiples during the Autumn of 2008. In 2009 the 10 x 33cl pack format was launched to compliment the 12 x 50cl and the brand has gone from strength to strength. The role of Nestle Pure Life in the UK is as a brand which meets the need for everyday hydration for families. It has a competitive price point and the communication for the brand is focused on hydration education. Nestle Pure Life now has a value market share of 1.6% of total market, and is the best performing NPD from 2009. To support the brand in 2009, the UK invested in a 2 week TV sponsorship on GMTV, a popular breakfast television programme which we co branded with the Government s change4life campaign. This was complimented by a content led, 12 week digital campaign via MSN which had excellent results and a page dwell time in excess of 6 minutes demonstrating that the target audience are interested in learning about hydration. In 2010, Nestle Pure Life was awarded silver for Best NPD (soft drinks) at The Grocer Food and Drinks Awards. Page 2 of 5
What s next in 2010? 6 month advertising on GMTV + AOL hub for 6 months from May to October o Pulse Weight 30 sec USA advert with adapted script for UK. o AOL hub around hydration: healthy benefits but also activities around water to show mums and kids how important drinking water is, everyday. Get Set Go Free promotion (Jun Aug) with other Nestle branded products New brand identity TBC (Q4 2010) Nestle Pure Life and Virgin London Marathon Background Vittel was the official water sponsor from 1998 to 2009. Nestle Pure Life is the official water from 2010 to 2012. The London Olympic Marathon course has been based on the London Marathon route. More than 750,000 bottles of NPL 33cl will be provided on the day. Marathon Events London Exhibition at excel centre 21 st 24th (more than 70,000 visitors) Welcome Party on Friday 23rd Breakfast Hospitality at the Just St James on Race Day Post race Party on Race Day Marathon Course Branding including 23 drinking stations from mile 3 to 25 Page 3 of 5
Nestle Pure Life Marathon Team We have 45 runners from Nestle Waters North America, Nestle Waters MT, and Nestle Waters Switzerland all divisions of Nestle UK. The team is running for Nestle UK s Charity of the year, Marie Curie Cancer Care. Nestle Pure Life at the London Exhibition (21 st 24 th April): NPL has a stand at the London Exhibition, Excel Centre, attracting more than 70,000 visitors. Information will be provided about hydration in an interactive way for marathon runners with encouragement for them to drink healthily after the race. Recycling Bottles are collected and recycled by the 6 London Boroughs by which the London Marathon race passes. Previous estimates suggest approximately 90% of bottles are recycled on the day. Nestle Pure Life Recycling Vans: As part of Nestle Waters UK Corporate recycling program, a fleet of 10 NPL branded electric recycling vans will actively promote the message and raise NPL awareness during the marathon week. Page 4 of 5
On pack promotion Marafun on www.nestlepurelife.co.uk (mid Jan 25 th April) Encourage families to get active and complete their own marathon with Anita Bean challenges with main prize being a week in CenterParcs, all expenses paid. Smaller level prizes include adidas goody bags and pedometers. Promotion supported by outdoor media at Asda; and secondary display in Asda & Tesco Total competition entries: 9,178 Total visits on our website since beginning of promotion: 100,000 Page 5 of 5