As sponsor of the British Surfing Association (BSA) and the British Junior Surf Team, Calypso Soft Drinks is extending its brand association with surfing by launching a major UK-wide series of surf activities to enhance its flagship Juicy Water brand, Aquajuice 67.
Calypso launches ‘Surf Anywhere’ – a national tour over the Spring and Summer – which aims to introduce children, particularly inner city kids, to surfing by showcasing ‘surf sport’ alternatives to kids not traditionally given access to the sport.
Richard Cooke, Sales & Marketing Director at Calypso said “We wanted to find a way to take surfing off the beach and into towns and cities. It is a very cool, healthy, appealing sport and represents a lifestyle which most kids want to connect with. It often encourages kids who wouldn’t normally join in traditional sports, to try ‘surf sports’ and look at an activity for the first time.
The Surf Anywhere campaign aims to make a positive difference, tie in with government initiatives which encourage alternative sports in schools and promote a healthier lifestyle including the 5-a-day nutritional message.”
The first stage of the campaign launches in April as the British Junior Team head off to Ecuador to participate in the World Junior Surf Championships. At the same time, Calypso is sponsoring a team of coaches to visit around 50 city schools across the South and South West, taking Dry-land surfing, Street Surfing and Indo-boarding to pupils in inner city schools. All three activities are ‘surf derivatives’ and promote core fitness, balance and aerobic activity with a big fun factor.
A Summer ‘Surf Anywhere’ Tour is planned for July-August, featuring a specially constructed ‘Street Surfing’ arena which will visit city centre venues to offer kids a Summer surf school. Street Surfing, the hottest, exhilarating surf sport from the US uses inline action boards, to combine the natural fluidity of surfing with the smooth manoeuvres of snowboarding. All possible without the need for waves, hills or a beach.
Calypso Aquajuice 67 is also launching a new ‘surf’’ website in April for kids ‘www.youcansurfanywhere.co.uk’ to coincide with the Spring launch to encourage interaction, build a community, run competitions and introduce the Junior Surf Team to kids all over the UK.
British Surf Schools will highlight the campaign and thousands of kids will be given a new Junior Surfer Scheme training booklet which incorporates both surfing and city surfing techniques.
The campaign will be featured on 20 million Aquajuice 67 packs, with extensive consumer PR and marketing and is in association with partners the British Surfing Association and Street Surfing.