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Runners at the Access Bank Lagos City Marathon on Saturday February 11 estimated to be over 35,000 were refreshed and energized by 7Up and Aquafina premium table water as they took to the street on the 42.5 kilometre route from National stadium Surulere to Eko Atlantic City in Victoria Island.
Weeks before the race, 7Up engaged consumers on social media: twitter, facebook and instagram. Trending on hastags #RunYourRace and #7UpRunDiff Lagosians were invited to “Run Diff” by showing their uniqueness because everyone has different reasons to participate in the race. Awareness was also created through out-of-home advertising in several unipoles in the metropolis, lamppost and radio jingles. Banners were deployed in online platforms such as facebook, instagram inviting everyone to run their race and show their uniqueness.
According to the Head of Marketing, Seven-Up Bottling Company Plc, Mr. Norden Thurston, over 20 water points and 10 refreshments centres were set up to ensure runners were well refreshed and energized during the race.
Mr. Thurston said 7Up and Aquafina premium table water, official beverage and water respectively of the Lagos City Marathon are lifestyle brands as they give energy to the consumer, provide refreshment and inspire a youthful lifestyle. “This is the synergy between our brands and the Lagos City Marathon as we partner with Lagos State government to ensure that Lagosians cultivate healthy lifestyle through physical and leisure activities like the Marathon.”
Seven-Up Bottling Company Plc brands such as Pepsi, Mirinda, Mountain Dew, Teem Bitter Lemon have always engaged Nigerian consumers and giving them more reason to love the brands through different platforms such as Pepsi Football Academy, Pepsi Rhythm Unplugged, One Lagos Fiesta Concert, Copa Lagos Beach Soccer, Aquafina Elite Model Look, 7Up Harvard Business School MBA Scholarship among others.