Brands sponsor marathon to reach PMEBs

JOHNSON & JOHNSON   BAYER   EVENT SPONSORSHIP   SPORTING EVENTS

Singapore - Brands such as Neutrogena and Berocca have been sponsors of the J.P. Morgan Chase & Co. Corporate Challenge in Singapore for years. Marketing Events finds out how they've been leveraging this sporting event.

Berocca has decided to continue sponsoring the race due to the prominent on-site branding opportunities on the event day, according to Eileen Kuan, marketing category manager of Bayer (South East Asia) Pte Ltd.

A Berocca flyer will be placed at a prominent spot, along with coupons and samples in goodie bags.

Free Berocca drinks will also be provided during the race for participants.

"We've decided to sponsor the race again as it's an ideal way to reach out to our key target audience of PMEBs," Kuan said.

Sponsoring the J.P. Morgan challenge allows Neutrogena to establish greater brand awareness and association with an outdoor event, which is relevant to the usage of its sunscreen product.

Cindra Tsai, senior brand manager at Johnson & Johnson said the brand leverages the event to provide Neutrogena product samples in the participants' goodie bags.

"We see it as a great opportunity to put our products into the hands of our targeted customers who live an active lifestyle, and who understand quality."

The J.P. Morgan Chase & Co. Corporate Challenge is a series of marathons happening in several cities around the world each year.

Known as a race for full-time business professionals, it is designed for companies and their employees to come together on a weeknight after work in a healthy environment.

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