Buxton Water, the official water supplier to the England Cricket Team, is building up rivalry ahead of the Ashes, with a campaign in England and Australia.

whosgotthebottleFor the first time a joint deal has been brokered between News Corp titles, The Times and The Australian, which will see both papers to run Buxton’s Who’s Got the Bottle promotion.

Sponsor-funded supplements will appear in both newspapers tomorrow, with journalists assessing the chances of each team. A split reverse cover means that England will appear on one side and Australia, the other. Both sides will “meet” in the centre.

There will also be daily, sponsored analysis of the cricket, alongside selected Tweets with the hashtag: #gotthebottle

“The Ashes is a huge event in the sporting calendar and partnering with News UK provides us with an international scope with which to run our campaign. Our rivalry theme captures the heart of cricket and we hope our customers and their readers enjoy the expert sports commentary and interactive social media content,” explained Buxton brand manager, Andrea Cahill.

brandRapport has been working with Nestle-owned Buxton Water to devise the integrated marketing campaign around the Investec Ashes Series, which includes using captain Alastair Cook as brand ambassador.