The drinks giant will host activities in six cities across the country as part of its ParkLives programme, which aims to encourage physical activity in outdoor areas. The sessions will be open to all and promise to incorporate touch, tag, and rugby-fit workshops, as well as the interestingly-named ‘rugby-inspired dance classes’.
Coca-Cola has also partnered with sports charity StreetGames to provide pop-up urban rugby games in every host city of the tournament. Taking place in locations such as Gloucester, Milton Keynes and Exeter, these sessions aim to engage a wider audience with rugby.
The brand is supporting its experiential initiative with an on-pack promotion that will give away up to one million Rugby World Cup 2015 Gilbert replica rugby balls.
The wider campaign will also see Coca-Cola launch a TV and out-of-home campaign surrounding the sporting event, while it revealed an ‘inspirational film’ featuring rugby stars Jason Robinson and Natasha Hunt today.
Paul Dwan, general manager of Coca-Cola's Rugby World Cup 2015 team, said: "We want to use our sponsorship to help take the sport of rugby to an even wider audience, hopefully inspiring people to get involved in the tournament and have some fun.
"Our biggest ever rugby on-pack promotion will put up to one million balls into the hands of consumers across the country, giving them the opportunity to try the sport like never before, whether that’s through our ParkLives programme, partnership with StreetGames or in the garden or park with family and friends."
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