POWERade signed on as a major sponsor for the Women's United Soccer Association (WUSA) and needed a plan to leverage results.
Create retail and event marketing based programs that would result in incremental product displays and sales along with a strong positive consumer association with POWERade and the WUSA.
Red Moon executed a series of nationwide programs for POWERade and the WUSA including sweepstakes, player appearances, premium distribution, youth soccer clinics, vend to win promotions, sweepstakes, player "hero cards", product sampling, interactive displays and more.
Several major promotions with key retail partners Eckerd's Drug Stores and Safeway Grocery Stores focused on Home Category Managers (Mom's). The program leveraged incremental POWERade retail displays in retail locations across the country and featured the opportunity for soccer fans to attend the WUSA All-Star Game, WUSA Founder's Cup (the League championship) and the FIFA Woman's World Cup in Los Angeles. Red Moon created all sponsor programming, executed and administered the promotions and handled on-site sampling and hospitality for sweepstakes winners. Promotions were developed and implemented with the Atlanta Beat, Boston Breakers, Carolina Courage, New York Power, Philadelphia Charge, San Diego Spirit, San Jose CyberRays and the Washington Freedom resulting in successful integration into major U.S. markets.
Red Moon also managed the on-site activation for PowerAde during the FIFA Women's World Cup held at the Home Depot Center in Los Angeles.
- • 500,000 incremental sales in Eckerd retail stores
- • 5,000 cases in Safeway Grocery Stores
- • 2,500 visitors to sampling and interactive displays
- • 4,000 cases of POWERade sampled