You can potentially reach hundreds of thousands of London 2012 Olympics fans and Diamond Jubilee revellers directly, while quenching their thirst and keeping them hydrated, by getting your own branded bottled spring water handed out at prime sites during both events. With so many companies keen to get their messages across during this busy period in the capital, there is a real danger of brand saturation. This strategy provides a subtle, original & effective way of standing out from the crowd and the bottle label provides plenty of opportunities to deliver your key messages

Handed out free to thirsty sports fans and revellers close to prime locations, the bottle labels offer a highly flexible medium to get across your key messages in an engaging and creative way. Olympic and local authorities are also likely to be supportive of the activity as it helps keep people hydrated - a must during hot weather and in crowded environments. What's more, such a useful and beneficial 'freebie' is likely to be well received by consumers, which will reflect positively on your brand.

Most people will be delighted to be handed free spring water while they are out and about, and are also likely to read the label as they drink, as well as potentially taking the bottle home with them to re-use. The label provides plenty of scope for you to express your brand, and can even be designed as a detachable mini-booklet, or include a fun gimmick such as 'scratch and sniff', or even a QR code. The key is to create something interesting and engaging that people will want to read.

With liquids banned from being taken through customs, BA handed out its own branded spring water to disembarking passengers at Heathrow Airport recently to promote a flight offer. The initiative was very well received and proved to be a highly effective way of drawing attention to the flight deal.

The health benefits and 'gift' aspect of giving away branded bottled spring water tones down the sell and increases engagement levels as your brand becomes associated with adding value to the consumer experience, making recipients more receptive to your messages. The bottle label provides a flexible medium that can be used creatively to engage with consumers, such as incorporating a detachable micro-booklets, scratch and sniff element or a QR code. Controlling Olympic and local authorities are more likely to approve such a campaign due to the 'service' it offers the public