As part of its partnership with the Juncos Hollinger Racing (JHR) IndyCar team, Guayaki Yerba Mate designed and executed an effective activation with one of its Canadian retail partners, Sobeys, around the Ontario Honda Dealers Indy Toronto race.
Guayaki made effective use of race team IP marketing rights to design a consumer contest that provided Sobeys consumers with an opportunity to register to win a VIP race day package when buying two Guayaki products and swiping the Sobeys Scene+ customer loyalty card.
Further details can be viewed here: https://www.sobeys.com/en/guayaki-yerba-mate-contest/#
Sobeys is supporting the promotion with in-store POS and inclusion in its consumer facing web site.
This activation allows Guayaki to show support to a key retail partner, drive volume sales, amplify its brand, and drive consumer awareness off the back of a high profile sporting event. Sobeys will expand sales in the unique hybrid RTD health / energy drink product category, and drive usage of its Scene+ loyalty card. A ‘win-win’ for both sides.
Connexions Global Marketing introduced Guayaki to JHR and brokered the partnership. Further national activations by Guayaki of the partnership will occur in the run up to the July 18-20 race weekend.