Buxton has kicked off its children's summer on-pack promotion with a sports activity giveaway, the brand's first campaign since it ended its seven-year Wimbledon sponsorship.

The Go Free campaign is designed to continue the brand's healthy associations, offering shoppers the chance to redeem vouchers against dancing, swimming, golf, football or martial arts classes. Each voucher is valid for one free session.

The promotion, which will run on multipacks of children's 25cl plain, strawberry and blackcurrant & apple flavours, is supported by TV, radio and press ads featuring Olympic gold medallist Daley Thompson.

The brand had been the official water for Wimbledon since 2001. However, Danone Waters' Evian took over the title this year.

Buxton's sales grew 12% to £28m last year, despite a category decline following the poor summer [Nielsen].