Today, Sunday February 14th, Ballygowan unveiled their new campaign to raise funds for breast cancer awareness across Ireland. The campaign, in support of the Marie Keating Foundation, or Action Cancer in Northern Ireland, is called ‘Be Part of It’ and promotes the early detection of breast cancer to help save lives. Phase One of the campaign sees the launch of a range of new pink bottles of Ballygowen through both off-trade and on-trade channels. Each bottle of of the new Ballygowan Pink that is sold will make a contribution directly to the foundations.
The ‘Be Part of It’ will be supported by an integrated marketing campaign across all channels and is patroned by Ronan Keating. The campaign will, however, be primarily driven by a new campaign microsite and facebook page. During the next eight months the campaign will also run a series of events to involve consumers in raising funds for the charities, in the lead up to Breast Cancer Awareness Month in October.
Ronan Keating, speaking about the campaign, said; "The Marie Keating Foundation is very close to my heart, as you know. I am delighted that a brand like Ballygowan has come together with the Foundation and our Be Part of It partner in Northern Ireland, Action Cancer, to help raise much needed funds. What’s really exciting for all of us is that this campaign is not only about fundraising, but also raising awareness and education. I am thrilled to be part of it".
The Ballygowan Pink bottles, in 500ml and 2 Litre bottles, are now available from all grocery and convenience shops, while special glass bottles, in 250ml and 750ml, are available in pubs and restaurants nationwide.
Leonie Doyle, Head of Stills Marketing at Britvic Ireland said; "We are delighted to introduce our Ballygowan Pink bottle, as the first part of our ‘Be Part of It’ campaign. Breast cancer affects 1 in 12 people in Ireland. We hope that our campaign can play a key role in raising much needed funds for the Marie Keating Foundation, as well as educating woman on the importance of early detection in beating this disease. There will be lots of ways for consumers to get involved throughout the year and raise more money for this great cause".