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Nestlé Pure Life sponsors of the Virgin London Marathon 2010

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Virgin London Marathon 2010

Press Pack

Virgin London Marathon 2010

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.

Virgin London Marathon 2010

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

• 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 21st – 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

Virgin London Marathon 2010

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 (21st‐24th 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.

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.

Virgin London Marathon 2010

On‐pack promotion ‐ Marafun on (mid Jan‐25th April)
• Encourage families to get active and complete their own “marathon” with Anita Bean challenges with main prize being a week in CenterParcs, allexpenses 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

Download the press release