Coca-Cola Great Britain is building on the success of last year’s Schweppes Abbey Well free swimming campaign, and encouraging consumers to ‘Schwim Free’ throughout 2010. The integrated activity, comprising of on-pack, digital and outdoor elements, calls for Britons to get active by offering them free swims at 500 pools nationwide.

To enjoy a complimentary swimming session, consumers simply exchange promotional Schweppes Abbey Well ‘Sch…wim cap’ bottle tops at participating pools. In 2009 over 45,000 free swims were redeemed and this is set to grow in 2010. Bigger and better than before, the offer has expanded to include more pools and facilitate a Free ‘Schwim’ on any weekday.

Tongue in cheek outdoor ads, featuring taglines including «Don’t spend a penny in the pool«, use light-hearted humour to engage with consumers and drive awareness of the offer.

Amplification online includes a ‘Schwim Free’ microsite, www.SchwimFree.co.uk, allowing swimmers to search for their nearest participating pool via an easy to use Google maps application. Elsewhere, paid search and targeted placement of digital ads further promote the programme.

The activity coincides with an updated packaging design for the brand which celebrates the provenance of Schweppes Abbey Well and aims to communicate more premium cues. The ‘Schwim Free’ offer will also be communicated on all 500ml and 750mL PET packs. Additionally, as part of a commitment to constantly improve the environmental sustainability of Schweppes Abbey Well, in 2010 the brand will introduce 25% recycled PET content in all bottles, as well as reducing the bottle weight by 24%.