i2i wins marathon brief for adidas Action 3

Coty, the manufacturer of mass-market fragrances, hired i2i Marketing to promote its new adidas Action 3 anti-perspirant deodorant with a live campaign based around the Flora London Marathon.

On Marathon day itself, Brand Ambassadors wearing giant deodorant-shaped backpacks were placed at busy sites around the 26.2 mile course, distributing free samples and money-off coupons from custom-branded ad-bikes.

Prior to the event, i2i designed and staffed an adidas Action 3 stand at the official pre-Marathon exhibition at London's Expo.

Here, trained Brand Ambassadors in branded sportswear, chatted to consumers about the new range, distributed samples, and gave out branded "fan banners" for supporters to personalise with names of friends or family members running on the day.

In a final burst of activity following the Marathon, teams of adidas Action 3 sampling hit squads are touring university sports facilities, commuter hubs, outdoor events and gyms across the UK for a further three weeks.

Bruce Burnett, Managing Director at i2i Marketing, said: "We're aiming to capitalise on adidas' strong association with the Flora London Marathon with a series of integrated sampling initiatives before, during and after the event.

"The campaign aims to capture the attention of supporters and competitors alike, boosting sales and brand awareness for this latest licensed product launch from Coty".

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