The aim of the on-pack promotion, which is backed by outdoor, radio, digital and PR activity, is to get more people active as part of the London 2012 Olympic Games legacy.
Bottle caps can be exchanged for a free swim at 350 participating pools in the UK, and for every free swim redeemed the brand will donate £1 towards swimming-related projects. There is also a tie-in which can help consumers find their nearest participating pools that also contains swimming-related content.
Coca-Cola acquired the Abbey Well brand last November.
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