To drive awareness for its newly reformulated zero-calorie enhanced water brand and connect with dog-lovers and others who live an active, healthy lifestyle, Propel Zero in April hosted an invitation-only event at Church Estate Vineyards in Malibu, CA, for influencers, their four-legged friends and the media. In addition, the brand created the Propel Zero to 1,000 program, a call-to-action to get people moving 1,000 more minutes per month, season or year, depending on their level of commitment to the challenge.
Propel Zero is targeting Gen Xers and young boomers, many of them dog owners, who are balancing life, family, careers and volunteering, Amy Spiridakis, director of marketing at Propel Zero, told Buzz. “For them, Propel is a brand with active, fitness qualities. We wanted to have an event that spoke to them and brought the positioning and ideas of the brand to life,” she said. “Studies show that dog owners walk 20 more minutes per week than non-dog owners. Adding 1,000 minutes of activity to one’s life is an attainable goal.”
At the event, attendees joined host Cindy Crawford, who stars in ads for the brand, her two dogs, Brooke Shields and other celebrities on a 20-minute walk up through the lush, grassy vineyard. Guests took their dogs through an agility course, spun around on hula chairs, climbed a climbing wall and rode stationary bikes that powered a dj booth. They dined on a local and organic lunch and sampled Propel Zero at a tasting bar.
Propel Zero donated $20,000 to Much Love Animal Rescue, which hosted a pet adoption drive at the event. Agency: Grow Marketing, San Francisco.