Britvic, owner of brands including Robinsons and Tango, is investing thousands of pounds in the launch of B STARS (Britvic Sports Training and Resources for Schools). It claims the scheme, one of the biggest cause-related marketing initiatives in its history, is the first trade loyalty scheme for schools.
B STARS will give 32,000 UK primary and secondary schools access to sports lesson plans, kit and coaching in an effort to raise standards and increase participation among children. Chambers, who beat 100m world record-holder Maurice Greene last summer, will appear in promotions.
The scheme will see schools earn five B STARS points for every case of Britvic drinks they purchase through food service, direct delivery or full service vending.
Points can be redeemed by schools, with 120 points earning sports lesson plans, 500 points to secure an hour's coaching and 4500 points for a junior team kit.
West Ham United and England footballer Joe Cole, tennis player Elena Baltacha and swimmer Sarah Price have signed up to the initiative.
B STARS is also backed by Adidas, the Amateur Swimming Association and the Lawn Tennis Association. The scheme will run until July, although schools can redeem points until September.
The Schools Consortium, a group of schools which assists with education-related marketing programmes, is facilitating B STARS. All lesson plans are in line with National Curriculum guidelines.
Britvic category director Andrew Marsden said: "B STARS provides a new approach to loyalty schemes that will offer tangible benefits for schools, as well as real uplifts in soft drinks sales and school revenue."
This article was first published on Marketing