Cranberry aficionados Ocean Spray®is the new Official Beverage and Snack Sponsor of The Color Run™ UK, therefore a sea of pink (and orange and blue and green) will flood the streets of Birmingham on Saturday, August 15 as ‘Color Runners’ hit the road in the Happiest 5k on the Planet. As the official beverage and snack partner, Ocean Spray® will be integral to the success of the event, owning one of the colour zones with its signature cranberry hue. Participants will be encouraged to actively engage with the brand through the official social media channels, as well as to sample a range of its cranberry-based drinks and snacks. The leading cranberry expert will have a significant brand presence at the Event Village, Start and Finish Areas and the Festival Stage.
Last year the effervescent race galvanised more than 85,000 runners of all shapes, sizes and ages unleashing their competitive spirit in The Color Run™ events across the country. The run is not timed, so participants can walk, jog or shimmy their way along the rainbow course at any pace as long as they enjoy the experience. Starting in a plain white t-shirt and reaching colour zones at every kilometre, there’s no way to cross the finish line without being covered from head to toe in kaleidoscopic splashes of colour!
In order to brighten up the day of London commuters and bring the partnership to life, ahead of The Color Run™ in Wembley, Ocean Spray® pitched up at London Waterloo station and handed out beautiful flowers to unsuspecting consumers. The general public were also encouraged to have a go on the Ocean Spray® tombola, complete with cranberry coloured balls. Each one containing a prize including trips to NYC, vouchers to Gordon Ramsay’s restaurants and Ocean Spray® products.
Following the success of this activity in London, the team will be in and around Birmingham on Friday August 15.
Additionally, each week throughout the summer, Ocean Spray® will be spot-rewarding someone who shares their Ocean Spray® moment on Twitter or Instagram using #JustRefresh to add some extra colour to their day. Prizes include Ray Ban sunglasses, Hunter Wellies, iPod Nanos, French Connection scarves and digital radios - all in cranberry red of course!
Caroline Bethell, Marketing Director - Europe, Middle East & Africa, Ocean Spray® International Services (UK) Ltd - commented: “We are thrilled about sponsoring The Color Run™ this year. These spectacular nationwide events offer the perfect communications platform for our brand in line with our driving ambition of adding a splash of colour to everyday life. Drinking any one of our unique cranberry range gives you an invigorating taste sensation, and we’ll be energising all those involved in The Color Run™ not only with our products but with our whole brand experience.”
She added: “Being a farmer owned cooperative, Ocean Spray® embraces the communal team spirit that makes The Color Run events a celebration of life, laughter and, of course, colour.”
James Robinson, Managing Director of event organisers Challenger World, enthused: “Ocean Spray® is a perfect brand fit for The Color Run™ and we’re really pleased to have them on board for 2015. The Ocean Spray® ethos of adding colour to people’s lives is what The Color Run™ is all about, so we’re excited to bring the Ocean Spray® brand to life and get colouring at the events nationwide!”