PROMISING to bring excitement to the dairy category in 2017, Müller has announced five major athletics partnerships in the coming year.
These include the World Para Athletics Championships in July and the IAAF World Championships London 2017 in August.
And in the lead-up to these Müller will be the title partner for the Müller Indoor Grand Prix in Birmingham in February and the Müller Anniversary Games in July and will round off the year with the Müller Grand Prix in Birmingham in August.
Chief marketing officer Michael Inpong said: ‘With some of the biggest names in sport, including Mo Farah due to compete in the events, the partnerships allow Müller to bring even more inspiration to its packaging, point of purchase, and create an enjoyable shopping experience in the dairy aisles.
“Consumers will have the chance to win tickets or prizes via an on-pack promotion and Müller will also be launching bespoke limited editions, such as a British Athletics Limited Edition Müller Corner, with a range of classic British flavours, to engage consumers and build excitement.”
Niels de Vos of UK Athletics added: “We are delighted to be partnering with Müller throughout 2017.
“We are pleased that athletics will be part of their on-pack promotion in such an exciting year for the sport.”
At the same time, Müller milk and butter products are being repackaged as part of a plan to unlock £470m growth by 2020 in its fresh milk, cream and milk drinks business.
Inpong said: “We want Müller Milk to be one of life’s essential pleasures under the Müller brand, this will allow us to explore various activities, such as exciting on-pack promotions.”