While marketers across the spectrum focus on activation or ambush strategies at major sporting events, PepsiCo flavored water brand Propel is taking a different route.
According to PepsiCo senior director of fitness Emily Boido, urban running clubs are the brand’s path to its key audiences. Propel is investing cash and water into 16 sports clubs in cities across the United States, in an effort to align itself with the wider running community.
Propel is working with community groups such as Newark’s Brick City Run Club in New Jersey, Atlanta Run Club and Houston’s BLK Beetles, in an expansion of a 2023 project that began in Los Angeles with brand ambassador Michael B. Jordan. This year, the brand will stage pop-up gyms offering free classes and free Propel products, as well as give away $100,000 worth of fitness memberships to U.S. consumers.
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The original post is at Marketing Archives – Digiday
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