In one of the more creative uses for the retail medium, Activate has launched a new pop-up shop in Venice, CA that asks consumers to pay for its vitamin-enhanced water with “calories or cash.” Calling the temporary installation a “part pop-up retail experience and part social experiment,” Activate has partnered with the Get America Fit Foundation, an anti-obesity non-profit organization, to give away free bottles of the water to customers who participate in some type of physical activity at the store. While Activate drinks are also available for sale at the pop-up shop, the company will make a contribution to Get America Fit for each bottle that consumers earn “using calorie currency.”
“According to the National Center for Health Statistics, more than one-third of American adults—60 million people—are obese, and it’s time to work together to make a change,” said Jesse Merrill, vice president of marketing for Activate. “With the “GET ACTIVATED” Pop-Up Shop, we’re tackling this issue head-on by putting the challenge out there for consumers and incentivizing those who make the choice to get active.”
Here is Activate’s press release announcing the launch of the pop-up shop, which opens today:
Nutrient-Enhanced Beverage Company Partners with Get America Fit Foundation to Support the Fight Against Obesity and Asks Consumers One Simple Question: Calories or Cash?
LOS ANGELES–(BUSINESS WIRE)—ACTIVATE, the innovative, nutrient-enhanced water beverage that makes it easy and convenient for consumers to GET ACTIVATED, today announced the launch of the GET ACTIVATED shop, part pop-up retail experience and part social experiment created to challenge the city of Los Angeles and motivate surrounding residents to get moving in support of the fight against obesity. ACTIVATE has partnered with the Get America Fit Foundation, a nonprofit organization providing education as well as recreational and fitness equipment to help America’s youth stay active and live long and healthy lives, to launch the month-long pop-up shop.
With the goal of creating an entirely new type of currency, ACTIVATE will put consumers to the test by offering the opportunity for them to pay with “Calories or Cash,” to find out if they are willing to participate in physical activities for free bottles of ACTIVATE. ACTIVATE will also be available for purchase onsite. Bottles earned using calorie currency will contribute to the donation ACTIVATE makes to the Get America Fit Foundation to help in the fight against obesity. Consumers everywhere can do their part—by visiting the store or logging on to Facebook—to show support and observe donation goals in real time.
“ACTIVATE strives to inspire people to live life at 100 percent and we want to provide everyone with the motivation they need to get active and maintain a healthy lifestyle,” said Jesse Merrill, vice president of marketing for ACTIVATE. “Obesity is a concerning matter that a disproportionate number of the current population is faced with today. According to the National Center for Health Statistics, more than one-third of American adults—60 million people—are obese, and it’s time to work together to make a change. With the GET ACTIVATED POP-UP SHOP, we’re tackling this issue head-on by putting the challenge out there for consumers and incentivizing those who make the choice to get active.”
Located in the heart of Los Angeles on Abbot Kinney Blvd., the GET ACTIVATED POP-UP SHOP will determine whether or not consumers in Los Angeles are interested in getting active and healthy by offering them the chance to get their hands on bottles of ACTIVATE’s recently reformulated line of vitamin-enhanced beverages by participating in one of three challenges:
- TURN IT TO EARN IT – Ride a stationary bike by Pure Fix Cycles for 60 seconds and get one bottle of ACTIVATE
- TWIST, SHAKE AND SHOUT – Freestyle dance for one minute and earn two bottles of ACTIVATE
- PICK UP A LITTLE PICK-ME-UP – Lift a year’s supply of ACTIVATE—the higher the lift, the more product received
“At the Get America Fit Foundation, our goal is to educate people on the overwhelming importance of living a healthy and active lifestyle,” said Dr. John Spencer Ellis, CEO of Get America Fit. “Knowledge is a powerful tool and understanding the importance of a balanced diet and exercise as a means to preventing obesity, and how that plays a role in serious illnesses such as heart disease and diabetes, is the foundation of why our organization exists. We wanted to be a part of THE GET ACTIVATED POP-UP SHOP as they’ve created a unique and fun way to educate consumers on how to live a more active life.”
ACTIVATE fans across the country can get involved by visiting the brand’s Facebook page, where they can support the donation goal by sharing the GET ACTIVATED campaign with their friends. Each Facebook share will be equivalent to one bottle earned on-site. Coming soon will be a Twist Bottle widget that will give fans the chance to win prizes including a bike by Pure Fix Cycles, yoga mat, a one-year supply of ACTIVATE drinks, and more. A live video feed from the pop-up store will also be accessible 24/7 on the dedicated Facebook tab.
The GET ACTIVATED POP-UP SHOP will be open Sunday – Thursday from 11:30 a.m. to 7:30 p.m. and Friday – Saturday from 11:00 a.m. to 10:00 p.m. The shop is located at 1118 Abbot Kinney Blvd. in Venice Beach, Calif.
About ACTIVATE Drinks
ACTIVATE offers a collection of innovative, nutrient-enhanced water beverages in a range of varieties free of sugar, calories and preservatives that makes it easy and convenient for consumers to GET ACTIVATED. Naturally sweetened with Stevia, ACTIVATE delivers a more satisfying option that combines function and performance without having to sacrifice on great taste. To learn more about ACTIVATE, for a store locator or to purchase online, please visit www.activatedrinks.com. Follow ACTIVATE on Twitter at @ACTIVATEdrinks or visit on Facebook at http://www.facebook.com/activatedrinks.