Duracell Partners With The Great Run Series
Duracell has announced it is an official partner of the 2016 Great Run Series, which will see the brand launch a campaign titled ‘Unlock the Power Within’.
Duracell is officially powering the 12 race series that sees 180,000 runners compete annually across the UK. The partnership will include the branding of pace makers in the colours of the Duracell Bunny at each race.
The sponsorship will be activated through the ‘Unlock the Power Within’ campaign and will look to build on the brand’s message of power and longevity. The campaign will see Duracell focus on helping ordinary runners unlock their power within to go further and longer.
Activations also include; providing editable power boards for runners to write their own messages and construction of the Duracell Mile, an in-event experience designed to give motivation to runners.
Duracell used Hill + Knowlton Strategies to broker the partnership and will continue to work with the agency to deliver an integrated campaign across social, traditional and paid media channels during the 2016 Great Run Series.
Alex Haslam, Duracell UK marketing manager said: “One of the key successes of the partnership is the strong and instantly understandable link between Duracell and running. The Great Run Series gives us a wide reaching platform to bring our brand messages to life to an engaged audience.”
“Historically, our connection to running has been strong, with the Running Bunny being an iconic symbol of how Duracell products last longer than the competition and with over 30 years of experience, Great Run is the running series that lasts longer too! With this campaign we’ll be helping runners across the UK, from experienced marathoners to complete novices, unlock the power within and take their performance to a new level.”
Nicky Homes, commercial director at the Great Run Company said: “We are extremely pleased to welcome Duracell to the Great Run family. We’re looking forward to working with them to inspire the runners of the UK to get out and run, and achieve their personal goals. The addition of another leading global brand to the Great Run sponsorship portfolio shows the continued strength of the series, which sees more and more UK runners taking part at our events every year.”
It will be latest entry into sport from the brand that was most recently official tournament provider to the Rugby World Cup 2015 where it launched the #PowerCheck campaign.
