Pepsi, Britvic sign celebrities for ‘Transform Your Patch’ community campaign

Drinks brands Pepsi Max, Robinsons, J2O, Lipton, Tango and Mountain Dew and environmental regeneration charity Groundwork have teamed up to support the ‘Transform Your Patch’ campaign, which lets consumers vote for funding to regenerate local community spaces in their regions.

The campaign should provide money to regenerate around 165 outdoor spaces across the UK with the support of the public. For each drink bought, the brands will donate enough to transform one square centimetre.

In addition to the funding generated from each drink bought, which is automatic, consumers can vote for local projects to get extra funds on the campaign’s microsite,

The UK has been divided up into 12 regions and there are four projects from each region which consumers can vote for. The project that wins in each region will get bonus funding of between £13,000 and £20,000.

Plus, four celebrities are championing four different project types, and are competing to win an extra £100,000 for their supported ‘cause’.
The four celebrities are Robbie Savage, Denise van Outen, Emma Wills and Fazer. Robbie Savage is supporting 5-a-side football pitches, supported by Pepsi Max; Denise van Outen is campaigning for playgrounds, supported by Robinsons and Robinsons Fruit Shoot; Emma Wills is pushing for picnic areas and parks supported by J20 and Lipton Ice Tea; and Fazer will be championing skate parks supported by Tango and Mountain Dew.

All four are competing against each other and are calling on the UK public to vote for their ‘team’ online via Voting closes on 31 October 2012.

The campaign was created by marketing agency Arnold KLP.

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