Nestlé Waters Rolls Out School Loyalty Program
Nestlé Waters North America is rolling out a new loyalty program that rewards schools nationwide with sports equipment and field trips in exchange for labels from its Pure Life brand.
The Nestlé Pure Life Go Play program is a label-redemption rewards program designed to help schools defray transportation costs for field trips and earn sports equipment while encouraging kids to drink water. Accredited schools with grades K-8 in the U.S. can register at GoPlayLabels.com through Dec. 31. School officials will receive an information package with collection boxes. Participants remove labels from Nestlé Pure Life bottles (purified water and fruit-flavored water) and drop them in the boxes. Schools will earn two Go Play points toward the program.
School officials can redeem labels for school equipment from America’s Athletic Source, LLC, including soccer balls, pedometers and basketball nets in the sports equipment category. The lowest award is a nylon pinnie for 100 points; field trip buses from Field Trip Factory go for 10,000 points. The highest award is 27,560 points for a line marker. Each school has a chance to earn up to 1 million Go Play points, valued at $10,000 in rewards.
“We’re giving schools a really rich offer,” said Nicole O’Connor, spokesperson for Nestlé Waters North America. “We really wanted to make it something that every school could participate in.”
About 1,000 schools have registered since the program launched last month, O’Connor said. And as an extra incentive, schools that register before Dec. 31 will be entered in a sweepstakes for a chance to win a playground valued at $75,000. The program runs through May 2007.
Nestlé Pure Life water is typically sold in 24-packs, so consumers can earn contribute 48 Go Play points toward the program, O’Connor said.
Unlike other in-school programs that reward schools with computer equipment, Nestlé Waters’ program focuses on healthy activities. “It’s unique,” O’Connor added. “While computers are certainly valuable for schools, we wanted to encourage kids to get out and stay active and play. It’s a win-win.”
Online materials, p.r. and P-O-P support. Boston-based Cone, Inc. handles p.r.; Ryan Partnership, Wilton, CT, handles the sweeps and P-O-P; Hartford Direct, Berlin, CT, handles fulfillment and Byte Interactive, South Norwalk, CT, handles the Web site.
