In the world of sports marketing, where companies are focusing on strategies like activation and ambush marketing at major sporting events, PepsiCo’s flavored water brand, Propel, is taking a different route. According to Emily Boyd, Senior Director of PepsiCo’s fitness division, Propel is reaching its key audience through urban running clubs. The brand is investing funds and flavored water into 16 sports clubs across the United States to collaborate with a wide range of running communities.
The current focus of Propel’s support includes community groups like Brick City Run Club in Newark, New Jersey, Atlanta Run Club, and BLK Beetles in Houston, Texas. This initiative began in 2023 in Los Angeles with the appointment of Michael B. Jordan as a brand ambassador. Propel is planning to open pop-up gyms this year, offering free classes and products, as well as providing $100,000 worth of fitness memberships to consumers in the United States.
With the deprecation of cookies, marketers are looking for new ways to target audiences. Brands like Propel are eager to connect with exercise groups and reach health-conscious consumers, aligning with their target demographic. By contributing to running clubs and boating clubs nationwide, Propel is shining a charitable light and harmonizing with the approachable, democratic qualities of sports.
Mike Stefaniak, Chief Strategy Officer at branding agency Hanson Dodge, emphasizes the importance of community-based projects in enhancing Propel’s likability through social content. Boyd highlights Propel’s focus on creating content with community groups on platforms like Instagram, Snapchat, and TikTok, rather than just engaging with fitness influencers.
Propel’s partnership with local organizations and its community support initiatives reflect a purpose-driven marketing approach. By supporting existing communities and helping them grow, Propel is not only benefiting the clubs but also fostering a sense of inclusivity and connection among members. This strategy resonates with health-conscious consumers seeking like-minded individuals and healthy lifestyle choices.
The rise in running clubs reflects a growing trend in the United States, with events like the New York City Marathon attracting a record number of participants. Trina Lofino, CEO of branding agency The Marketing Arm, notes that running is a popular and accessible fitness activity that allows individuals to connect with others and engage in outdoor exercise.
Propel’s team, dedicated to active individuals, is capitalizing on this trend by engaging with runners and providing opportunities for social interaction and fitness. The brand’s support for local communities and partnerships with organizations like boating clubs demonstrate a commitment to purpose-driven marketing and community empowerment.
In conclusion, PepsiCo’s brands like Propel and Gatorade are leveraging partnerships and purpose-driven marketing to engage with consumers and support sports communities. By investing in initiatives that promote sports participation and community engagement, these brands are not only driving business growth but also contributing to societal well-being. As the sports population grows, so do the opportunities for brands to connect with consumers and make a positive impact on society.