As The Tour de France returns to the UK for the first time in seven years, Nestlé Waters has signed a landmark deal for Buxton Natural Mineral Water to sponsor the first three stages of the world’s premier cycle race for 2014.
The sponsorship is intended to drive relevancy and awareness of the leading British mineral water’s natural vitality.
The deal will commence with immediate effect and signifies Buxton and the Tour de France’s natural brand alignment.
As an extension of the water brand’s new consumer engagement campaign for 2014 – Naturally Pumped Up – the sponsorship emphasises how Buxton’s core message around healthy hydration is integral to success at the world famous bike race.
Providing the ultimate platform from which Buxton can engage its core demographic, the sponsorship is intended to appeal to 25-45 year old quality seekers looking to maximise life’s opportunities and for a convenient source of healthy hydration.
Beginning with Le Grand Départ in Leeds, Buxton will support the peloton as it covers 548km of the British landscape in three days, culimating in a race to stage three’s finish line in Trafalgar Square.
Buxton will have a permanent presence throughout the course with the legendary Buxton Caravans on hand to ensure constant access to a source of healthy hydration for cyclists and the cheering crowds alike.
The sponsorship activity will also be harnessed as an opportunity for sampling, with four trucks and a team of promotional staff dressed in Buxton branded clothing giving away 35,000 bottles of Buxton Natural Mineral Water® to the crowds.
In addition, Buxton will bring to life its Naturally Pumped Up Twitter competition with the support of its branded caravans, which will be emblazoned with the #NaturallyPumpedUp hashtag.
Travelling the length of the course and stopping at strategic points, the caravans’ messaging will invite spectators to share ‘what else pumps them up’ giving them a chance to win a selection of great prizes through the Twitter competition.
Alberto Kechler, Senior Brand Manager for Buxton Natural Mineral Water, said:
“Nestlé Waters began its commitment to the Tour de France in 1933 with Perrier, so sponsorship of the race has become part of our heritage.
“The common brand values between the Tour de France and Buxton make for a strong partnership and give us the perfect opportunity to communicate Buxton’s qualities as a source of healthy hydration and vitality.
“Our Naturally Pumped Up Twitter competition also lends itself to support our sponsorship of the Tour de France, and with six Buxton branded caravans located throughout the course, we hope to encourage spectators to Tweet us with what else pumps them up, driving on the spot brand engagement.
“In addition, with the second stage of the race culminating in Sheffield – close to Buxton itself – the rationale behind the sponsorship is further crystalised.”
Buxton Natural Mineral Water bottles are available in 50cl and 1L sparkling, and 25cl, 50cl, 75cl, 1L and 1.5L still formats, and are produced at Nestlé Water’s state-of-the-art factory in Buxton in the Peak District.
